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.
AI Snips
Chapters
Transcript
Episode notes
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.
Onboard With Autoscale Metadata For Direct Routing
- Provide AWS your autoscale groups or cluster metadata when onboarding so Fabric can route directly to your fleet via DNS.
- This removes the need for external load balancers and includes routing as part of the Fabric transaction pricing.
Modular Network Services Attached To Links
- Fabric introduces modular in-path services (modules) that run inside links between gateways to offload non-differentiating logic.
- Running modules on the network path reduces deserialization and execution costs for common functions like throttling and filtering.