Amazon Web Services is building-out its programmatic ad offerings with AWS RTB Fabric, designed to optimize the high-speed, high-volume real-time bidding (RTB) auctions that power programmatic advertising for Amazon Ads and the company’s AdTech partners. The product has been in beta testing with select partners for months and now becomes “generally available,” deployed from North Virginia and Oregon in the U.S. East and West, and Singapore, Tokyo, Germany and Ireland, serving nearby areas with what AWS says is “single-digit millisecond latency” through a private, high-performance network. The idea is to make programmatic ad-buying cheaper and more efficient.

AWS “expects to lure companies that might not have been able to afford the cost of running real-time bidding applications or the data processing required to make it happen,” Variety reports, writing that RTB Fabric “will provide noticeable savings and fewer obstacles,” according to AWS Global Ad Solutions Chief Stephanie Layser.

The new product will make it easier for companies to integrate programmatic ad buying infrastructure, including from outside sources like Google Cloud or Microsoft Azure, but particularly from AWS AdTech partners such as GumGum, Kargo, MobileFuse, Sovrn, TripleLift, Viant, Yieldmo and of course Amazon Ads.

AWS has long offered programmatic ad solutions through the Amazon DSP, but now it “is launching a managed cloud network built specifically to handle the high-speed, data-intensive transactions that make programmatic advertising possible,” writes Digiday, adding that “the ad dollars are nice but the real prize for Amazon is the infrastructure itself — the rails on which the entire system runs.”

In a news post, AWS says that RTB Fabric “reduces standard cloud networking costs by up to 80 percent and does not require upfront commitments.”

A blog post provides more details, including that AWS RTB Fabric offers modules that support containerized applications to help customers “bring their own and partner applications securely into the compute environment used for real-time bidding.”

“Ad tech is under strain, pressured by consolidation, AI and the constant demand for efficiency,” notes Digiday. “The major cloud platforms that power much of the industry weren’t built for real-time bidding where every millisecond counts” but “AWS RTB Fabric lands squarely in that gap.”

AWS RTB Fabric’s principal asset is the RTB Broker, “a feature meant to cut integration times between ad tech partners from months to hours,” essentially reducing what was “a convoluted process to a few clicks,” per Digiday.