Equinix and BrightRoll, the largest independent video advertising platform, today announced they are bringing to market VideoRTB+, an ultra-low latency video advertising real-time bidding (RTB) solution, which is only available inside Equinix data centers.
VideoRTB+ will offer the fastest real-time bidding in the video advertising marketplace. Low latency is critical in programmatic video ad buying, where advertisers and their third-party buyers must exchange and analyze ad information with the RTB exchange and third-party marketing data providers in order to finalize bids within a 100 millisecond bid window.
This process determines which video advertisement plays for a web audience member prior to their requested video or webpage. The VideoRTB+ solution increases the ability of real-time bidders to successfully review, analyze and bid on video ad inventory, which translates into better performance for advertisers and increased revenue for companies in the video advertising ecosystem.
“BrightRoll is building the technology infrastructure to address the rapidly growing video ad economy, which includes a shift toward programmatic buying and RTB,” says Brightroll SVP of Engineering Christopher Amen-Kroeger. “Like the high-frequency financial trading markets, speed is an essential factor in successful programmatic buying. With the launch of VideoRTB+, we offer our customers the opportunity to boost their competitive edge with a direct connection to our platform inside Equinix data centers.”
VideoRTB+ is available exclusively to buyers on BRX and is available only inside Equinix data centers. The initial BrightRoll deployment is available in Equinix’s Silicon Valley and Ashburn data centers, with plans for international expansion into Asia and Europe across Platform Equinix. Equinix and BrightRoll will work together to promote and build Equinix’s Ad-IX ecosystem, which connects ad exchanges with ad markets for efficient and timely delivery of digital advertising.
Equinix Cloud & Content General Manager Chris Sharp says, “The video advertising market is primed for dramatic growth in the coming years, and Equinix’s Ad-IX ecosystem helps the key players in real-time bidding industry locate their infrastructure in close proximity to achieve more effective bids on the right type of inventory. Together with BrightRoll, our goal is to optimize online ad transactions by centralizing this community in key data hubs around the world.”