Marketecture: Get Smart. Fast. Inside AWS’s RTB Fabric: Sergio Serra on Reinventing Ad Tech Infrastructure
Nov 17, 2025
Sergio Serra, Product Management Lead for RTB Fabric at AWS, dives into how Amazon is revolutionizing programmatic advertising infrastructure. He explains how RTB Fabric eliminates data egress and load balancing costs while enhancing latency through deterministic routing. Built-in modules like rate limiting and OpenRTB filtering boost reliability at no extra cost. The innovative per-billion transaction pricing model could redefine ad exchange economics. Sergio also discusses expanding Fabric's connectivity to external partners, positioning AWS as a pivotal player in ad tech.
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Purpose-Built Network For Real-Time Bidding
- RTB Fabric is a purpose-built AWS network optimized for real-time bidding workloads to reduce latency and costs.
- It abstracts requesters and responders so SSPs and DSPs can communicate faster and more efficiently within a managed fabric.
Eliminates The Dual Tax Of Egress And Load Balancing
- Fabric removes the dual tax of data egress and external load-balancing costs by absorbing them into a transaction model.
- AWS bills per billion transactions aligned to ad-tech unit economics instead of traditional bandwidth pricing.
Deterministic AZ Routing Lowers Latency
- Fabric uses availability-zone awareness to deterministically route traffic to the correct AZ and cut latency.
- This turns a roughly 33% chance of co-location into deterministic AZ-level routing for lower latency and higher reliability.