BrightRoll and Equinix introduce bidding solution

Equinix, Inc. and BrightRoll are bringing to market VideoRTB+, an ultra-low-latency video advertising real-time bidding (RTB) solution, which is only available inside Equinix data centers. In addition, 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.

VideoRTB+ is the fastest RTB offering in the digital video advertising industry. Real-time bidders must analyse ad impression information from exchanges and submit bids within a fraction of a second. Reducing latency helps buyers by increasing their ability to successfully respond to more bid requests within the required time limit. The VideoRTB+ solution increases the ability of real-time bidders to successfully review, analyse and bid on video ad inventory, which translates into better performance for advertisers and increased revenue for companies in the video advertising ecosystem.

According to Forrester, RTB is the fastest growing segment of the online video advertising market, forecasted to grow more than 70 percent in 2013. Successful RTB buys require companies to receive, analyse and bid on individual ad impressions within 100 milliseconds. Latency, or the amount of time it takes for information to travel from the exchange to the bidder and back, frequently limits a buyer’s ability to successfully bid on inventory.

VideoRTB+, the first-to-market, ultra-low-latency video solution from BrightRoll, available only at Equinix, significantly reduces latency by offering a direct connection between bidders and the BrightRoll Exchange (BRX). This enables BRX customers to access data faster and bid successfully on more video ad impressions.

BRX is the industry’s largest, most trusted video ad marketplace bringing buyers and sellers together in real time. With billions of video ads served monthly across PCs, smartphones, tablets and connected TV devices, BRX enables advertisers to reach specific audiences efficiently and at scale while ensuring campaigns are executed across high-quality, brand-safe sites.

VideoRTB+ is available exclusively to buyers on BRX and only inside Equinix International Business Exchange™ (IBX®) data centers. The initial BrightRoll deployment is available in Equinix’s Silicon Valley and Ashburn data centers, with plans for international expansion across Platform Equinix™.

Equinix continues to develop new ecosystems where the company is uniquely positioned to accelerate the performance of a growing digital supply chain. The Ad-IX ecosystem will enable 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 real-time. In addition to VideoRTB+, both Equinix and BrightRoll will promote and grow the Ad-IX ecosystem inside Equinix data centers.

The new ultra-low latency video solution will be highlighted at today’s BrightRoll Video Summit in New York. Now in its third year, the event brings together more than 250 industry experts to discuss how the latest trends and technologies increase efficiencies in the digital video advertising industry.