Beeswax, a subsidiary of Freewheel, a Comcast company, recognized the need to choose the correct technology from the start due to Ad Tech's speed and scaling requirements. To achieve high performance at scale, Beeswax built its architecture in the cloud from the get-go, using a real-time database like Aerospike's to handle the sheer volume of incoming requests and provide low latency for bidding systems. This allowed them to spin up compute quickly and access compute capacity as needed, while also leveraging the scalability of AWS to manage costs at scale by scaling up and down based on load coming into the system. By using a cloud solution like AWS and Aerospike, Beeswax was able to reduce complexity and manpower needed to manage the environment, resulting in 80% reduction in server footprint.