Connected TV advertising is evolving into one of the most demanding real-time workloads in modern media. At the center of that shift, Marketing Architects is redefining what performance-driven TV advertising looks like at scale.
Through its Annika Streaming platform, Marketing Architects processes nearly 100 billion daily ad transactions, powering real-time programmatic bidding for brands across healthcare, financial services, retail, telecommunications, and the public sector.
To support this level of scale and latency sensitivity, the company turned to Vultr to modernize its infrastructure with high-performance cloud compute and managed Kubernetes.
The challenge: real-time bidding at massive scale
Running a connected TV (CTV) platform at a global scale means operating under extreme constraints, where every ad decision must be made in milliseconds. These decisions are executed across billions of daily requests, leaving no room for latency spikes or inconsistent performance. As demand increased, maintaining this level of responsiveness became significantly more complex.
Marketing Architects faced several infrastructure challenges as its platform scaled. The team needed to process nearly 100 billion daily ad transactions while adhering to strict latency requirements, maintaining millisecond response times during peak traffic. At the same time, they were working to manage rising infrastructure costs and growing operational complexity.
The solution: high-performance Kubernetes and compute on Vultr
To address these challenges, Marketing Architects rebuilt key components of its infrastructure on Vultr, leveraging a combination of optimized cloud compute, managed Kubernetes, networking, and load balancing. This shift allowed the team to design an architecture better suited for high-throughput, real-time workloads.
With this new foundation, the platform ran real-time bidding workloads more efficiently while rapidly scaling Kubernetes clusters to handle unpredictable demand. The improved infrastructure also enabled consistent, low-latency performance across global traffic patterns, critical for maintaining a seamless ad experience.
The results: higher throughput, lower latency, and reduced cost
With Vultr as its infrastructure backbone, Marketing Architects achieved significant improvements in both performance and efficiency. The platform doubled its system throughput for real-time ad requests, enabling it to handle significantly higher volumes without degradation. Response times were reduced by 50% during peak demand, enabling faster decision-making when it mattered most.
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By modernizing its infrastructure on Vultr, Marketing Architects transformed its ability to run real-time programmatic advertising at a massive scale. The result is a platform that delivers higher throughput, lower latency, and significantly improved cost efficiency, while maintaining the agility needed for continuous innovation in CTV advertising.