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Explore how two major companies built real-time data infrastructure to handle extreme scaling requirements in this AWS re:Invent 2025 conference talk. Discover SAS's approach to designing their SAS 360 Match real-time ad decisioning architecture, which combines intelligent decision logic with high-speed delivery pipelines to achieve sub-second responsiveness, fault tolerance, and campaign optimization at scale. Learn about the architectural choices behind cloud-native components and horizontally scalable data layers that enable the system to handle "big game" traffic spikes and hypergrowth demands. Examine Freshworks' redesign of their AI-powered business software architecture that supported 10X growth while achieving 95% latency reduction and significant cost savings. Gain insights into the technical strategies, scaling solutions, and architectural decisions that enable real-time personalization at enterprise scale, presented by industry experts Brian Jones from SAS and Sreedhar Gade from Freshworks, with support from AWS Partner ScyllaDB.
