The Open Internet’s factions spar, as Big Tech players are in a dead heat for gold

In a recent Digiday briefing, Joel Meyer, SVP of Engineering at OpenX, noted that AWS’ RTB Fabric and Google Cloud’s AI stack are transforming ad auctions into cloud-native workflows. These direct integrations are helping adtech companies cut operating costs, with Meyer highlighting that “the real arms race is happening in cloud infrastructure,” as AWS simplifies RTB processes while Google weaves adtech capabilities into its AI services.

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