BrightRoll and Equinix Introduce Video Advertising Industry's Fastest Real-Time
Partnership Sparks Dynamic Video Ad Ecosystem; New Low-Latency
Offering Eliminates Time-Outs, Improves Campaign Performance and
Boosts Ad Revenue
SAN FRANCISCO, CA and REDWOOD CITY, CA -- (Marketwired) -- 04/17/13
-- Equinix, Inc. (NASDAQ: EQIX), the global interconnection and data
center company, 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.
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 analyze 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, analyze and bid on video ad
inventory, which translates into better performance for advertisers
and increased revenue for companies in the video advertising
Highlights / Key Facts
-- 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,
analyze 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(TM) (IBX(R)) 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(TM).
-- 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
-- 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.
-- Christopher Amen-Kroeger, SVP engineering, BrightRoll:
building the technology infrastructure to address the rapidly growing
video ad economy, which includes a shift toward programmatic buying
and RTB. 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."
-- Chris Sharp, general manager, Cloud & Content, Equinix:
video advertising market is primed for dramatic growth in the coming
years, and Equinix's Ad-IX ecosystem helps key players in the
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
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
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.
BrightRoll Media Contacts
+1 (415) 677-9222 x293
Equinix Media Contacts
+1 (650) 598-6098
GolinHarris for Equinix, Inc.
+1 (415) 318-4380
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