Leverages BrightRoll video advertising platform inside Equinix
data centers to increase successful ad bid rates
REDWOOD CITY, Calif. & SAN FRANCISCO--(BUSINESS WIRE)--Jul. 10, 2013--
Inc. (Nasdaq: EQIX), the global interconnection and data center
company, together with BrightRoll,
the largest independent video advertising platform, today announced that Rocket
Fuel is leveraging the BrightRoll VideoRTB+ solution on Platform
Equinix™ to improve the ability of buyers to successfully bid
on video ad inventory.
Highlights / Key Facts
Earlier this year, BrightRoll launched VideoRTB+, the fastest
real-time bidding (RTB) solution in the digital video advertising
industry, which is available only inside Equinix data centers.
BrightRoll worked with demand-side platform (DSP) leader Rocket Fuel
to test changes in ad response rates using VideoRTB+ instead of a
public network connection. The companies measured a significant
improvement in the ability of buyers to successfully bid on video ad
inventory—raising the successful bid rate by 48 percent.
BrightRoll created the industry’s first ultra-low-latency video
advertising solution by building on Equinix’s Ad-IX™
platform instead of public networks for its ad exchange traffic. Doing
so helped BrightRoll achieve impressive gains, including:
80 percent reduction in RTB network latency
More than 10 percent reduction in average bid response time
48 percent increase in successful ad bid rates
Revenue gain from higher transaction volumes on the exchange
BrightRoll deployed its BrightRoll Exchange (BRX) in Equinix data
centers to take advantage of the facilities’ broad range of direct
connections to high-speed networks and advertising industry partners.
Today, BrightRoll operates the world’s largest independent video
advertising platform, powering digital video advertising for the
world’s largest brands, including 90 percent of the top 50 U.S.
advertisers and 17 of the top 20 advertising technology companies.
Rocket Fuel delivers the only programmatic media-buying platform at
big data scale that harnesses the power of artificial intelligence to
improve marketing ROI. Rocket Fuel’s Advertising That Learns™
technology powered 894 advertisers in 2012, and empowers media teams
to focus on strategy, not spreadsheets.
The Equinix Ad-IX ecosystem enables efficiencies in the digital
advertising market, which is evolving from traditional ad purchasing
to include ad exchanges that help buyers match inventory to viewers in
Avila, vice president of product marketing, BrightRoll:
seen strong interest in VideoRTB+ among buyers on our platform. This
joint offering with Equinix reinforces BrightRoll’s position as the
most advanced real-time platform for video advertising buyers.”
Abhinav Gupta, vice president of engineering, Rocket Fuel:
Rocket Fuel, we harness the power of artificial intelligence to access
and analyze data for more effective, targeted advertising. By
being part of the Equinix advertising ecosystem, we are able to access
more data with more time to process it, resulting in more efficient,
useful and effective marketing.”
Sharp, general manager, Cloud & Content, Equinix:
BrightRoll has accomplished with Rocket Fuel is further proof of the
value of the connected ecosystem on Platform Equinix. Through this
offering, they’re delivering reduced latency, increased efficiency and
greater predictability to their customers, three things every business
is looking for today.”
BrightRoll is the largest independent video advertising platform for
reaching audiences across web, mobile and connected TV. The company
powers digital video advertising for the world’s largest brands
including 90 percent of the top 50 US advertisers and 17 of the top 20
advertising technology companies. The platform enables advertisers to
reach 4 in 5 video viewers online and consistently ranks among the top
two video ad platforms in ads served. As a result, BrightRoll technology
collects and analyzes hundreds of billions of data points monthly
enabling real-time decisions that drive ROI for advertisers. To learn
more, visit www.brightroll.com.
Equinix, Inc. (Nasdaq: EQIX), connects more than 4,000 companies
directly to their customers and partners inside the world’s most
networked data centers. Today, businesses leverage the Equinix
interconnection platform in 31 strategic markets across the Americas,
EMEA and Asia-Pacific. www.equinix.com.
Forward Looking Statements
This press release contains forward-looking statements that involve
risks and uncertainties. Actual results may differ materially from
expectations discussed in such forward-looking statements. Factors that
might cause such differences include, but are not limited to, the
challenges of acquiring, operating and constructing IBX centers and
developing, deploying and delivering Equinix services; unanticipated
costs or difficulties relating to the integration of companies we have
acquired or will acquire into Equinix; a failure to receive significant
revenue from customers in recently built out or acquired data centers;
failure to complete any financing arrangements contemplated from time to
time; competition from existing and new competitors; the ability to
generate sufficient cash flow or otherwise obtain funds to repay new or
outstanding indebtedness; the loss or decline in business from our key
customers; and other risks described from time to time in Equinix’s
filings with the Securities and Exchange Commission. In particular, see
Equinix’s recent quarterly and annual reports filed with the Securities
and Exchange Commission, copies of which are available upon request from
Equinix. Equinix does not assume any obligation to update the
forward-looking information contained in this press release.
Equinix and IBX are registered trademarks of Equinix, Inc. International
Business Exchange is a trademark of Equinix, Inc.
Source: Equinix, Inc.
Melissa Neumann, +1 650-598-6098
for Equinix, Inc.
Liam Rose, +1 415-318-4380
Komadina, +1 415-677-9222 x293