fluct SSP Becomes the First in Japan to Implement AWS RTB Fabric for Ad Operations

株式会社fluct, a group company of CARTA HOLDINGS focused on publisher growth support, has become the first in Japan to implement AWS RTB Fabric—a fully managed service for RTB advertising workloads provided by Amazon Web Services (AWS)—within its fluct SSP. Advertising operations using AWS RTB Fabric commenced in May 2026.

Furthermore, following a proof-of-concept (PoC) conducted with UNICORN (a subsidiary of Adways), which utilized AWS RTB Fabric for real-time ad buying and delivery, it was confirmed that using AWS internal communication achieved an 80% reduction in data transfer costs. This has enabled the construction of a robust business foundation for fluct SSP that supports publisher business expansion.

Background and Objectives Recently, the programmatic advertising market on the open internet has been growing rapidly. However, with the increase in data volume, technical challenges have emerged for ad-tech companies in platform operation, including demands for ultra-low latency to enable millisecond-level bidding processing and rising network costs to handle massive traffic. When responding to publishers' expectations for attracting higher-quality advertisers and enhancing ad slot value, network costs become a hurdle to expanding bidding opportunities.

As a domestic SSP, fluct operates under the vision of "creating the future of publishers, with publishers" and has supported the maximization of publisher revenue. To resolve these challenges and strike a balance between expanding transaction volume with partners and providing further returns to publishers, the company has implemented AWS RTB Fabric, which offers scalability and excellent cost performance to flexibly handle traffic growth.

Results of AWS RTB Fabric Implementation Both fluct and UNICORN achieved the following results through the implementation of AWS RTB Fabric within their mutual trading infrastructure:

1. 80% Reduction in Data Transfer Costs By utilizing the dedicated network environment of AWS RTB Fabric, the companies succeeded in reducing networking costs relative to data transfer volume by 80% compared to traditional public internet routes.

2. Acquisition of Business Growth Opportunities through Increased Bid Requests Significant reductions in network costs have made it possible to increase the number of bid requests that were previously suppressed due to cost constraints. By creating more bidding opportunities in the future, the companies are simultaneously realizing the maximization of publisher ad revenue and expanded reach for advertisers, producing business outcomes directly linked to both companies' growth.

3. Construction of a Robust Business Foundation Supporting Publisher Business Expansion By significantly curbing infrastructure cost issues associated with traffic increases, a robust delivery foundation capable of withstanding future business growth and rapid data expansion has been secured. By prioritizing investment of resources created through infrastructure optimization into the development of algorithms and new ad formats, the company is prepared to provide higher-quality services to publishers.