Amazon Marketing Stream just got a great expansion - allowing a destination to Data Firehose instead of SQS queues as has been the case since Marketing Stream was rolled out.

While this isn't the most exciting update for many, its an important one (people don't typically show off their new plumbing to their guests that visit, even though it matters more than the furniture 😁)

Why did they do this? Simplicity and costs...

The typical setup for Marketing Stream is
- Activity takes place on the platform (an impression is served, a click takes place, etc)
- Messages are sent to an SQS queue from Amazon about this activity
- A Lambda function that 'listens' to the queue processes the message and sends it to Redshift/RDS/etc.

As the number of SQS messages grows, so does the AWS costs... Running a Lambda function (especially when auto-scaling) can get quite expensive, especially if your not using Stream to its fullest potential (whic I've discussed in the past here: https://lnkd.in/gaqF7SUX)

But with Firehose, this (should have) notably less AWS costs, and it allows the removal of Lambda entirely, since Firehose delivers to the end destination.

Amazon Ads has invested a lot of resources into the Marketing Stream ecosystem over the past few years, growing it consistently (which I personally think is fantastic, since it solves so many problems that are inherent with traditional API requests...)

Shout out to Luke Lim for alerting me (no pun intended) about this update a month before Amazon even announced it 🙂

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