Amazon DSP Integration Architecture
4-Layer Automated Creative Trafficking Pipeline
Agencies were spending 4+ hours manually trafficking premium rich-media creatives through Amazon DSP. I designed and built a 4-layer integration architecture — creative processing engine, AWS Step Functions orchestration, tag transformation pipeline, and campaign management layer — that reduced activation to under 60 seconds. This walkthrough shows the system architecture, animated pipeline flow, live code transformation, and the business impact: 97% time reduction, 10x capacity increase, and 200-333% CPM premiums unlocked at scale.
Premium creatives took 4+ hours to traffic. I built the system that does it in 60 seconds.
97%
Time Reduction
<60s
Activation
5
Pipeline Stages
10x
Capacity
Problem
High-impact creative formats — Runway, Venti, Panorama, Billboard — couldn't use Amazon DSP's standard bulk upload tools. Every campaign required manual tag manipulation (stripping IAS pixels, injecting Amazon macros), vendor-specific viewability wrapping, and error-prone handoffs between creative operations, ad ops, and campaign management teams. A single campaign activation took 3-5 hours across multiple people. At 16 LOBs, this didn't scale.
Solution
I designed a 4-layer integration architecture: a FastAPI creative processing engine handles tag transformation (IAS removal, Amazon macro injection, viewability wrapping). AWS Step Functions orchestrate the pipeline — 5 Lambda stages from Celtra asset retrieval through DSP upload and verification, tracked in DynamoDB with SNS notifications. A React campaign management layer automates deal creation, audience targeting, and bulk upload sheet generation. The result: what took 4+ hours now completes in under 60 seconds. Premium formats traffic with the same ease as standard banners. 97% time reduction, 10x capacity increase.
Architecture
┌──────────┐ ┌──────────────────┐ ┌──────────────────┐
│ Celtra │───▶│ Creative Engine │───▶│ Orchestrator │
│ (Assets) │ │ (Tag Transform) │ │ (Step Functions) │
└──────────┘ └──────────────────┘ └────────┬─────────┘
│
┌────────────────────┤
▼ ▼
┌──────────────┐ ┌──────────────┐
│ SSP Seat │───▶│ Amazon DSP │
│ (Staging) │ │ (Live) │
└──────────────┘ └──────┬───────┘
│
┌────────▼────────┐
│ Campaign Mgmt │
│ (Bulk Ops + UI) │
└─────────────────┘System Components
Celtra
Creative asset platform — format detection, approval workflow
Creative Processing
FastAPI — IAS tag removal, Amazon macro injection, viewability wrapping
Workflow Orchestrator
AWS Step Functions — 5 Lambda stages, DynamoDB state tracking
SSP DSP Seat
Intermediary platform — creative staging and validation
Amazon DSP
Creative upload, deal management, campaign activation via API
Campaign Management
React UI — bulk operations, audience targeting, reporting
Key Engineering
Tag Transformation Engine
Regex-based pipeline strips IAS tracking pixels, injects Amazon DSP macros (${AMAZON_CLICK_URL}, ${AMAZON_IMPRESSION_URL}), and wraps for Phase 1 (DV-only) or Phase 2 (IAS S2S + DV) viewability.
// Stage 1: Strip IAS tracking
const IAS_PATTERNS = [
/pixel\.adsafeprotected\.com/,
/fw\.adsafeprotected\.com/
];
// Stage 2: Inject Amazon macros
tag = tag.replace(
'${CLICK_URL}',
'${AMAZON_CLICK_URL}'
);Step Functions Pipeline
5 Lambda stages execute sequentially: Input Validation → Creative Retrieval (Celtra) → Tag Processing → DSP Upload → Verification. DynamoDB tracks state. SNS notifies on completion.
Bulk Upload Generation
Auto-generates 4 Excel sheets (ORDERS, DISPLAY LINE ITEMS, VIDEO LINE ITEMS, CREATIVE ASSOCIATIONS) for Amazon DSP bulk upload — one click for an entire campaign across all formats and LOBs.
OAuth Token Management
Amazon DSP API connector with automatic OAuth2 token refresh. Creative upload, line item association, and audit status monitoring through a single authenticated session.