Think of the ad as a single pawn move that has to reach the king’s side in one breath. Set up a three‑tier pipeline: the first tier is the data lake, color‑coded by vertical—each color pulls a micro‑second filter; the second tier is the decision engine, a stateless micro‑service that scores in nanoseconds; the third tier is the delivery switch, a hardware‑level packet router that can’t even blink. All three must be locked in sync, so you’ve got your deck of “instant wins” on the table and every play is a microsecond of market edge. Keep the folders neat, the code lean, and the latency visible on your KPI board—no room for the slow‑poke moves.