Speed is everything in digital advertising—and especially in programmatic real-time bidding (RTB). Ad exchanges require companies bidding on ad inventory to do so within 60 to 100 milliseconds, and ad buyers must quickly process growing amounts of data from multiple sources to successfully serve ads to the appropriate audience—making performance even more critical to ad bidding. This is where Equinix comes in: We can reduce network latency between advertising companies to single-digit milliseconds.
Utilizing private, high-performance, direct links that divert RTB traffic off public networks, the Equinix Ad-IX ecosystem accelerates the flow of information and reduces variability in transmission times. By interconnecting ad tech companies to each other, the distance between RTB participants shrinks to meters, rather than miles, of cable. All this puts time on your side.
Latency, which can be more than 100 milliseconds over the Internet, shrinks to less than 10 milliseconds using the direct interconnections available through Equinix Ad-IX. This leaves more time for data analysis and audience targeting, so you can place more informed bids and ultimately net more wins.
For fast-moving ad tech companies, downtime cuts right into the bottom line. Any delay of the RTB system sacrifices potential bids and opportunities for your ads to be seen, which negatively impacts ad revenue. An ad spot is a transient opportunity; you can never regain the opportunity to rebid if your system goes down. The ability to provide a robust and reliable data center infrastructure and recover quickly from any unplanned outages is critical to keeping revenue flowing.
Replicated Equinix Performance Hub™ deployments and diverse networks within distributed Equinix™ IBX® data centers provide world-class reliability and operational excellence for your company’s core concerns: business continuity and disaster recovery.
Connecting Ad Exchanges and Ad Markets for Efficient and Timely Delivery of Digital Advertising.
Equinix introduced the concept of the Ad-IX ecosystem for video advertising in April in hopes of finding the next launchpad that would help grow low-latency interconnect and colocation services. The company is reporting back six months later that it is, indeed, growing a valuable ecosystem of video advertising participants – 85 ad-tech companies that are counted as part of the Equinix customer base are part of Ad-IX.
BrightRoll expanded its technology infrastructure by locating its video ad exchange in Equinix data centers and interconnecting directly to exchange participants to circumvent the public Internet. This significantly reduced latency and improved matched transactions on the exchange, increasing business opportunities and revenues for all participants.