Core Viewpoint - Amazon's Q3 earnings report reveals that its cloud computing division, AWS, has achieved its fastest revenue growth in nearly three years, leading to higher sales expectations for the next quarter, resulting in a 14% increase in stock price after hours [1] Group 1: AWS and RTB Fabric - AWS launched a new service called RTB Fabric aimed at real-time bidding (RTB) advertising, designed to alleviate performance bottlenecks commonly faced by ad tech companies [1][2] - RTB Fabric offers low-latency cloud services for ad tech companies, allowing them to connect without complex point-to-point setups, thus enhancing ad request transmission and bidding efficiency [3][5] - The service promises single-digit millisecond latency and up to 80% network cost optimization, integrating resources from partners like Amazon Ads and others [3] Group 2: Competitive Landscape - The advertising competition can be viewed in two layers: the visible platform competition and the underlying cloud infrastructure competition [6][7] - Google dominates the RTB protocol landscape, making it challenging for competitors to establish alternative pathways without incurring significant costs [10][12] - AWS's RTB Fabric provides a viable alternative for ad tech companies looking to avoid Google's ecosystem, potentially reducing Google's control over the advertising system [13][14] Group 3: Market Dynamics - AWS holds a 30% market share in the global cloud infrastructure services sector, while Google has 13%, indicating AWS's strong position [14] - The advertising technology sector has historically been a significant customer for AWS, but recent years have seen a shift as Google Cloud Platform (GCP) gains traction with aggressive pricing strategies [17][18] - The introduction of RTB Fabric is seen as a countermeasure to Google's increasing influence in the advertising technology space [18][19] Group 4: Industry Implications - The launch of RTB Fabric signifies a shift in the advertising ecosystem, where control over cloud services is becoming as crucial as control over advertising platforms [38] - The success of RTB Fabric hinges on whether ad tech companies are willing to trust AWS with their bidding requests, raising concerns about potential conflicts of interest given Amazon's dual role as a cloud provider and an advertiser [40][42] - The outcome of this initiative could reshape the advertising landscape, depending on industry willingness to adopt a new infrastructure [44][45]