Rocket Fuel Expands its Media-Buying Platform with Equinix and BrightRoll
Leverages BrightRoll video advertising platform inside Equinix data centers to
increase successful ad bid rates
REDWOOD CITY, Calif. & SAN FRANCISCO -- July 10, 2013
Equinix, 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
*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,
*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
*Tim Avila, vice president of product marketing, BrightRoll:
“We’ve 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:
“At 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
*Chris Sharp, general manager, Cloud & Content, Equinix:
“What 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.”
*Case Study: Equinix and BrightRoll
*Press Release: BrightRoll and Equinix Introduce Fastest Real-time Bidding
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.
Melissa Neumann, +1 650-598-6098
GolinHarris for Equinix, Inc.
Liam Rose, +1 415-318-4380
Maya Komadina, +1 415-677-9222 x293
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