Cloud infrastructure enables high-volume, real-time data processing and reduces latency critical to ad tech where milliseconds matter. Companies are optimizing infrastructure internally, sometimes building from scratch, to improve efficiency, reduce lag, and preserve programmatic promises. Latency-optimized systems process billions of bid requests, filter at the impression level, and surface the most valuable opportunities. These systems are cost-efficient and designed to feed smarter algorithms, improving bidding intelligence and real-time pricing. Treating infrastructure design as a core discipline creates a structural advantage and a competitive differentiator in a market focused on performance and outcomes.
One challenge the article raised - lag time - is critical in a space where every millisecond counts. Some companies have been working hard to make it more efficient, ensuring the promises of programmatic are kept and buyers benefit from the gains in speed and performance. Some have even built infrastructure from scratch, a foundational investment for ad tech's future.
And that's another aspect worth spotlighting - one that underpins nearly every promise we make in the Outcomes Era : Cloud infrastructure has become a competitive differentiator. In a market obsessed with performance, it's the key to unlocking efficiency and results. Infrastructure is strategy A small number of companies are treating infrastructure design as a core discipline. Rather than relying solely on off-the-shelf services, they're working hard to optimize systems internally, taking on more of the heavy lifting themselves, with a focus on performance and efficiency.
Collection
[
|
...
]