March 17, 2014
BrightRoll to Serve International Markets Through Data Center In Amsterdam
By Calvin Azuri
BrightRoll has entered into a partnership deal with Equinix (News - Alert) to expand its technological footprints across international markets. Following the development, BrightRoll will deploy its unified programmatic video advertising platform at Equinix’s Amsterdam data center located in AM3 Science Park. The partnership signifies the growing demand for programmatic video advertising platform in the European region. With BrightRoll being the only independent provider of this service, the company expects to strengthen its presence across the continent.
In a release, Christopher Amen-Kroeger, senior vice president for engineering at BrightRoll, said “The BrightRoll platform powers the video ad economy and we're putting the technology infrastructure in place with Equinix data centers to address the rapid growth of digital video globally, including the evolution toward programmatic buying. This investment expands the flexibility of our platform and enables us to process big data more efficiently, driving greater performance and results on behalf of our customers.”
The programmatic technology such as real-time bidding (RTB) for purchasing of digital video advertising is witnessing a significant growth in Europe with IHS (News - Alert) projecting a 77 percent compounded annual growth rate for the service in the leading five European nations. To monetize the growing demand, BrightRoll has now constructed a new data center in Equinix's AM3 facility to better address the requirements of customers for BrightRoll inventory in Europe.
Following the new development, RTB buyers in Amsterdam can connect to BrightRoll via Equinix. The buyers will additionally gain access to VideoRTB+, a video advertising RTB solution featuring an ultra-low-latency capability. Further, the Equinix data center is strategically located to enable customers across Europe to connect with the BrightRoll platform in as little as 50 milliseconds. This enables BrightRoll to better support large global ad campaigns by processing data in real-time to deliver superior performance.
Speaking of the decision to deploy BrightRoll solution, Jim Poole, vice president of Global Service Provider business at Equinix, said “We are excited to see BrightRoll experience success in driving the RTB industry forward and glad to be their data center provider of choice for global expansion. With RTB going mainstream, latency reduction and access to the right partner ecosystem are critical success factors, which Equinix is in a unique position to offer with our Ad-IX ecosystem.”BrightRoll is engaged in offering a unified programmatic video advertising platform by connecting consumers across mobile, Web and connected TV. The company is retained by leading global brands to drive their digital video advertising efforts. BrightRoll’s customer list includes 80 of the top 100 advertisers and 18 of the 20 advertising technology enterprises in the U.S.
Edited by Rory J. Thompson
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