cloud infrastructure

Nowadays, programmatic vendors, and SSPs in particular, are carving new paths of differentiation based on their type of adoption of cloud infrastructure.

The Dynamic Traffic Engine, an open-source tool, is geared toward optimizing bid requests and reducing programmatic waste.

The deal is an example of OOH platforms building sales infrastructure that interoperates with agency workflows. It’s also an example of DSPs going direct to publishers.

AWS RTB Fabric offers ad tech platforms more streamlined integrations with ecosystem and infrastructure partners, allegedly lower latency compared to the public internet and discounts on data transfers.

In an era marked by generative AI, algorithmic optimization and an obsession with outcomes, cloud infrastructure has become a competitive differentiator.

The biggest cloud tech companies, – namely AWS, Snowflake, Databricks and the Google Cloud Platform – are investing heavily in their own ad tech and marketing verticals. But, funnily enough, ad tech vendors themselves tend to avoid the big public clouds.