AWS RTB Fabric supports custom domains for real-time bidding workloads

Amazon Web Services has added custom domain support to its RTB Fabric service, allowing advertising technology companies to maintain their existing public endpoints while routing real-time bidding traffic through AWS infrastructure. The new capability enables AdTech companies to use their own domain name system (DNS) and configure canonical name (CNAME) public endpoints, eliminating the need for partners to update their endpoint configurations when migrating to RTB Fabric. The feature addresses a significant operational challenge in the advertising technology ecosystem, where endpoint changes typically require coordination across multiple organizations and can delay partnerships. With custom domains, demand side platforms (DSPs) and supply side platforms (SSPs) can point their existing DNS servers to RTB Fabric and define routing rules based on URL patterns, seamlessly directing partner traffic through the AWS service without configuration changes on either side. AWS RTB Fabric provides connections to major AdTech partners including Amazon Ads, GumGum, Kargo, and TripleLift, delivering single-digit millisecond latency through a private network environment. The service claims to reduce standard cloud networking costs by up to 80% and is available across AWS regions including US East, US West, Asia Pacific Singapore, and other supported regions.