This Guidance helps you assess ad opportunities at scale using real time bidding (RTB). It uses NoSQL database tables to assess whether or not to bid on an ad opportunity and then stores and analyzes this information to improve reporting and decision-making in the future. This Guidance also uses a microservices approach to support scalability, security mechanisms to protect data, and a deployment pipeline to implement changes in minutes.

Architecture Diagram

Download the architecture diagram PDF 

Well-Architected Pillars

The AWS Well-Architected Framework helps you understand the pros and cons of the decisions you make when building systems in the cloud. The six pillars of the Framework allow you to learn architectural best practices for designing and operating reliable, secure, efficient, cost-effective, and sustainable systems. Using the AWS Well-Architected Tool, available at no charge in the AWS Management Console, you can review your workloads against these best practices by answering a set of questions for each pillar.

The architecture diagram above is an example of a Solution created with Well-Architected best practices in mind. To be fully Well-Architected, you should follow as many Well-Architected best practices as possible.

  • The architecture uses a microservices-based approach so that components operate independently from one another. This allows you to deploy, update, and scale components individually to meet demand for specific functions. 

    Read the Operational Excellence whitepaper 
  • IAM policies grant least privilege access to data, meaning that users only have the permissions required to perform a specific task. AWS KMS encrypts data at rest and in transit as an additional layer of protection against unauthorized use.  

    Read the Security whitepaper 
  • Scalable services and features in this architecture, such as autoscaling for EKS and Kinesis, help adapt to changing requirements of dynamic workloads. The deployment pipeline implements and logs configuration changes, allowing users to rollback to a previous state in the case of disaster.

    Read the Reliability whitepaper 
  • The services selected for this architecture, such as Graviton, EKS, and DynamoDB, are purpose-built for high-throughput, low latency applications such as RTB. These services process millions of transactions per second.

    Read the Performance Efficiency whitepaper 
  • EC2 Spot Instances offer scale and cost savings at a 90% discount compared to On-Demand instances. EKS and DynamoDB scale based on demand, so you only pay for resources actually used.

    Read the Cost Optimization whitepaper 
  • S3 lifecycle policies offer effective storage management by defining when data should go through archival or expiration. Graviton instances maximize performance for workloads while using fewer resources or smaller instances.

    Read the Sustainability whitepaper 

Implementation Resources

The sample code is a starting point. It is industry validated, prescriptive but not definitive, and a peek under the hood to help you begin. 

AWS Guidance for Advertising & Marketing Use Cases


The sample code; software libraries; command line tools; proofs of concept; templates; or other related technology (including any of the foregoing that are provided by our personnel) is provided to you as AWS Content under the AWS Customer Agreement, or the relevant written agreement between you and AWS (whichever applies). You should not use this AWS Content in your production accounts, or on production or other critical data. You are responsible for testing, securing, and optimizing the AWS Content, such as sample code, as appropriate for production grade use based on your specific quality control practices and standards. Deploying AWS Content may incur AWS charges for creating or using AWS chargeable resources, such as running Amazon EC2 instances or using Amazon S3 storage.

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