Scenarios

The following are common scenarios that can influence the design and architecture of your advertising workloads on AWS. This section covers the common drivers for the design, along with prescribed reference architecture. 

Operate highly scalable programmatic advertising workloads

The petabyte-scale, millisecond latency world of programmatic advertising brings significant challenges for performance, throughput, latency, and costs to advertising platforms. The key platforms in programmatic advertising are ad servers, ad exchanges and SSPs, and DSPs.

Ad serving architecture

Real-time bidding (RTB) reference architecture

For additional detail, see Guidance for Building a Real Time Bidder for Advertising on AWS.

Adtech private network architecture

For additional detail, see Guidance for AdTech Private Network on AWS.

Future scenario revisions

The future incremental versions of the lens will cover additional scenarios:

• Ad intelligence, measurement, and security: Best practices for digital ad measurement, verification, and fraud protection.

• Data management:

  • Data management platform (DMP) best practices addressing data collection, storage, segmentation, user profiles, distribution, analytics, and reporting.

  • Multi-Region architecture best practices with distributed or centralized data management, along with distributed or centralized analytics architecture.

  • Best practices for handling low latency distributed data (user profiles and decision data) for frequency capping and budget pacing activities.

• Privacy-enhanced data collaboration: Best practices for collaboration between advertising, publishers, and agencies to improve campaign planning, activation, and measurement while protecting consumer data privacy.