AWS re:Invent 2025 - How SAS and Freshworks Power Real-Time Personalization at Extreme Scale -DAT201

Learn how SAS and Freshworks built real-time data infrastructure that satisfies critical scaling requirements – from “big game” traffic spikes to hypergrowth demands. Brian Jones discusses how SAS designed their SAS 360 Match real-time ad decisioning architecture, which combines intelligent decision logic with high-speed delivery pipelines. He covers the architectural choices, including how cloud-native components and horizontally scalable data layers enable sub-second responsiveness, fault tolerance, and campaign optimization at scale. Additionally, Sreedhar Gade shares how Freshworks redesigned their AI-powered business software architecture to support 10X growth while achieving 95% latency reduction and significant cost savings.