2. Isolate revenue-critical workloads from everything else
When revenue-critical workloads compete for shared infrastructure resources, performance becomes harder to control. Resource contention can introduce variability into latency-sensitive services, especially during high-load periods. In a real-time bidding environment, that variability quietly erodes win rates and margin.
This is a common challenge for platforms running workloads across hyperscale cloud, where finite resources are shared and vendors can overprovision, leaving your bidder, auction logic, and real-time data services exposed to unpredictable behavior.
But not every workload in your stack carries the same business weight. Supporting jobs like analytics and reporting pipelines are important, but they don't sit inside the auction path, and they shouldn't be allowed to compete with the systems that do.
Clearly isolating these workloads protects your most important systems. With EBM, you can run your full stack while ensuring your revenue critical services have guaranteed access to compute, memory, and network resources.
This isolation gives clearer visibility into performance behavior and forecasting. EBM gives you the control to treat your bidding infrastructure as the revenue engine it is, not just another workload in a shared environment. And when your revenue critical workloads need to scale in an instance, servers.com’s Scalable Bare Metal (SBM) delivers on-demand compute capacity while preserving consistent performance and full resource isolation, without the drawbacks of resource contention that hyperscale cloud suffers from.
3. Engineer for demand spikes before they happen
Adtech traffic patterns are inherently volatile. You may already be running a high sustained load, but campaign launches, seasonal peaks, or unexpected shifts in demand can increase request volume even more.
SBM is designed specifically to handle these moments. It allows additional capacity to be provisioned within minutes, using pre-configured bare metal flavors for clear pricing and predictable performance. Capacity expands in a controlled way, supporting higher volumes without introducing uncertainty.
This works in partnership with EBM, which provides a high-performing, steady baseline engineered around your sustained workload. servers.com’s EBM infrastructure eliminates resource contention and virtualization overhead, enabling your bidder to run on deterministic hardware with consistent execution timing. SBM then extends that environment during peak events, reinforcing capacity while preserving the performance profile you rely on.
When you engineer for demand spikes in advance, your bidder continues to behave predictably as traffic grows. You avoid performance variance during scaling events and maintain confidence in auction timing. Prepared capacity supports smoother growth and reduces operational stress during peak periods.
4. Make network proximity a core infrastructure decision
Every additional hop between your infrastructure and an exchange reduces the margin you have to respond to a request. In real-time bidding, network performance directly influences this.
If your servers are located far from demand partners, or if routing paths are inefficient, latency increases before your application code even executes. That delay reduces the probability of successful bid responses.
Placing your infrastructure close to exchanges and major traffic hubs reduces transit time and improves response consistency. With 26 data centers worldwide, servers.com’s bare metal deployments are strategically located to allow you to control where your workloads sit physically, rather than abstracting location behind virtual layers.
GeoSpot Media needed just that, requiring global footprint with multiple data centres capable of sustaining high traffic volumes across the US, APAC, and EU. By leveraging servers.com’s low-latency global network, they now operate an architecture built for real-time bidding at sub-100ms speeds, with the ability to expand capacity quickly when demand increases.
When you treat network location as an architectural priority, you protect the time budget your bidder relies on. Our bare metal environments allow you to align compute placement and network design with your actual traffic flows.
5. Understand the true cost of every bid
Your monthly infrastructure bill tells you what you spent. It doesn’t tell you how infrastructure affects margin at the transaction level.
When performance is inconsistent or costs fluctuate unpredictably, modelling those cost economics becomes difficult. EBM simplifies this by providing fixed resource allocation and transparent pricing structures, so you know exactly what hardware you are running and what it costs. Because hardware is configured to your requirements and priced transparently, you can map infrastructure directly to delivery volumes with confidence.
And when demand surges, SBM extends that model. Burst capacity can be deployed in minutes using standardized hardware flavors with clear, hourly pricing. You know in advance what additional capacity will cost and how it will perform. Instead of facing opaque consumption charges, there is no ambiguity around shared resources or fluctuating instance pricing as you would get with hyperscale cloud. This makes forecasting more reliable as auction traffic grows.
Because predictable infrastructure makes forecasting more accurate, you can optimize hardware configurations around real demand, instead of wasted precautionary padding. When you know the true cost of every bid, infrastructure gives you control over margin improvement – you’re not left at the mercy of unwanted surprises.
