AWS' RTB Fabric marks a new front in the battle between Amazon and Google

October 27, 2025 Presented by Amazon last week tipped its hand for what is arguably its secret weapon in this Madison Avenue dogfight: Amazon Web Services. The launch of RTB Fabric — a real-time bidding service designed for ad buyers and sellers — represents a calculated push to assert its presence in the ad tech ecosystem by leveraging its dominance in the crucial field of cloud computing. TOP STORY Marketing on Platforms AWS' RTB Fabric marks a new front in the battle between Amazon and Google It marks a strategic countermove against Google Cloud Platform — the ad giant's AWS competitor — which has spent the past three years gaining ground among major ad tech companies. Advertisement OTHER THINGS TO KNOW Agencies need to shift how they plan, pitch and prove their value to new and existing clients. Partner insights from Keen Decision Systems. During the high-pressure holiday period, brands are turning to enhanced automation and AI tools to help drive conversions and sales. Partner insights from Meta. For local advertisers in particular, generative AI helps condense lengthy, extensive workflows of creative design, insight generation and customer targeting into weeks or even days. Partner insights from Amazon Ads. MEDIA & PLATFORMS AI Revenue Generation Cloudflare CEO Matthew Prince on why Google must 'play by the same rules' as other AI companies Digiday spoke with Cloudflare CEO Matthew Prince a few days after he met with the U.K. regulator on why he believes Google will inevitably have to split its AI and search crawler. Generative AI WTF are GEO and AEO? (and how they differ from SEO) Future success no longer looks like being top of the blue links on Google's index or any other search engine's – it will center on how to ensure your content gets surfaced in AI answer engines too. A MESSAGE FROM MASTERCARD COMMERCE MEDIA Prove ROI with every ad Marketers face tighter budgets and rising expectations, but Mastercard Commerce Media is helping brands rise to the challenge. With rich data-driven insights and precise card-linked attribution, advertisers can confirm their budgets are being well spent. The result? Up to 22x return on ad spend across retail, dining, travel and more.   Built with privacy by design and fit for scale, Mastercard Commerce Media delivers personalized experiences, smarter placements and measurable results across the full funnel. Learn more PARTNER INSIGHTS FROM PUBMATIC What it means for the open internet as generative AI platforms look to monetize Generative AI platforms are at different stages of monetization sophistication, but every platform is converging toward hybrid models — combining subscriptions with advertising. MARKETING Generative AI AI promised ad efficiency, Bayer wants meaning With AI-generated content flooding every corner of the internet, the challenge for marketers like Bayer is producing ads that actually feel human. Generative AI How Beekman 1802 uses AI to humanize digital marketing Beekman 1802's David Baker shared how the skin-care brand is using AI to personalize marketing, uncover new customer insights and boost efficiency without losing its human touch. PARTNER INSIGHTS FROM META How Meta helps Ridge Wallet and Rhoback measure through incrementality Incrementality measurement captures the true casual impact of advertising, allowing brands to more efficiently invest in the channels that are actually creating demand. To achieve this, brands Ridge Wallet and Rhoback turned to Meta. Advertisement PARTNER INSIGHTS FROM NEXXEN Why publishers should shift from clicks to curation It’s not clear what form zero-click search will take in the future — how artificial intelligence may continue to reshape the media ecosystem. Still, there’s reason to be confident that curation is part of the solution. DIGIDAY + Member exclusive Media Buying Briefing: New York's new generation of Mad Men Four independent shops of different stripes and capabilities keep the flame of originality alive in the city that never sleeps. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy