Inside AWS’s RTB Fabric: Sergio Serra on Reinventing Ad Tech Infrastructure

Ari Paparo sits down with Sergio Serra, PM Lead for RTB Fabric at AWS, to explore how Amazon is transforming the foundations of programmatic advertising. They break down how RTB Fabric eliminates data egress costs, improves latency through deterministic routing, and introduces a per-billion transaction model built specifically for ad tech. Recorded at Marketecture, this conversation reveals how AWS is creating purpose-built infrastructure for SSPs and DSPs, the power of modular services like real-time throttling and OpenRTB filtering, and why Fabric might redefine the economics of ad exchanges.

Takeaways

• RTB Fabric removes the dual tax of data egress and load balancing costs.

• Deterministic availability zone routing cuts latency and boosts reliability.

• Built-in modules add rate limiting, filtering, and error masking without extra cost.

• The pricing model aligns with ad tech’s transaction-based economics.

• AWS is opening Fabric beyond its own backbone, allowing external connectivity.

Chapters

00:00 Introduction and AWS’s Focus on Ad Tech

01:00 What RTB Fabric Solves for SSPs and DSPs

03:00 Eliminating Data Egress and Load Balancing Costs

05:00 How Deterministic Routing Improves Latency

07:00 Built-In Modules: Rate Limiting, Filtering, Error Masking

10:00 Pricing Model Based on Transactions

12:00 Internal vs. External Fabric Connections

14:00 Launch Partners and Future Expansion

15:30 Competitive Edge and Vision for RTB Fabric

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