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Equinix / Brightroll Joint Presentation & Case Study
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Transcript of Equinix / Brightroll Joint Presentation & Case Study
IAB Ad Technology Marketplace – 1
Scaling Processes for Smarter Real-Time Bidding in Video
Slash network latency and
boost exchange transaction volumes
Lucas Krump Director, BRX Sales
Robert Blackburn Vice President, Content
IAB Ad Technology Marketplace – 2
• Largest independent video ad platform
• Reach audiences at scale globally across web, mobile, tablet and connected TV
– #1 reach, 94% online video ad viewers – 90% of top 50 US advertisers – 17 of top 20 advertising technology companies – Billions of video ads monthly
About BrightRoll
IAB Ad Technology Marketplace – 3
About BRX
Worlds largest video advertising exchange – 250+ active buyers – 20+ integrated RTB buyers including all
major DSPs – 10 Billion+ RTB bid requests processed
per month
IAB Ad Technology Marketplace – 4
• Global Leader in Interconnection, Data Centers & Colocation -- Synergy Research Group, June 2013
• Widest network neutral footprint – 95 Data centers in 31 strategic global markets
• Largest balance sheet, capacity investment in our industry – ~$2B annualized revenue, ~$7B invested 1998-2012
• Dynamic Ecosystem of Customers – 900+ network service providers – 800+ financial services companies – 1,150+ Cloud & IT service providers – 475+ content and digital media companies
About Equinix
IAB Ad Technology Marketplace – 5
Ad Industry Challenges with RTB
IAB Ad Technology Marketplace – 6
Industry Challenges • The exchanges’ bid windows have been shrinking…
For Impatient Web Users, an Eye Blink Is Just Too Long to Wait -- New York Times, Feb 2012
These days, even 400 milliseconds — literally the blink of an eye — is too long … That barely perceptible delay causes people to search less. … People will visit a Web site less often if it is slower than a close competitor by more than 250 milliseconds. … Four out of five online users will click away if a video stalls while loading. “Every millisecond matters.”
-- Arvind Jain, Google speed maestro
IAB Ad Technology Marketplace – 7
• ... as largest exchanges set the market trends
Industry Challenges
Google is reducing the number of trading locations to just four: US West Coast, US East Coast, Europe and Asia … Google will be reducing the bid response deadline [from] a 120ms response deadline [which] gave bidders 40ms of network time and 80ms of think time. The new bid response deadline is now set to 100ms.
Google: Ad Exchange RTB Protocol changes are permanent starting April 2 [2012]
-- Web Pro News, Mar 2012
IAB Ad Technology Marketplace – 8
• Less think time à fewer bid responses à more throttling
• Less “think time”, when needed more than ever – Growing profile data, 3rd party data sources,
more campaign parameters, more algorithms
• Less “think time” à lower bid ratio
• Lower bid ratio à increased chance of throttling
Industry Challenges
IAB Ad Technology Marketplace – 9
Interconnection and the Ad Ecosystem
IAB Ad Technology Marketplace – 10
Public IP vs RTB • Public Internet Providers (ISP’s) have invested heavily in their networks
since coming into existence ~20 years ago
• BUT the public internet is not designed for RTB – Ubiquitious routing … reach anywhere from anywhere – Resiliency within and
between metro areas – Optimized for multiple factors § Traffic exchange and
contract commitments § Capacity availability for
underlying transport § Fewest “network hops” to
destination varies by ISP
IAB Ad Technology Marketplace – 11
Interconnection • Interconnection: connection of customer-owned computer & network
equipment directly to another network
• Examples: telecom networks and financial exchanges & traders
IAB Ad Technology Marketplace – 12
Ad Ecosystem at Equinix
Finance Ecosystem vs Ad Ecosystem
IAB Ad Technology Marketplace – 13
Ad Ecosystem at Equinix
Los Angeles
Hong Kong
Silicon Valley
DC Amsterdam
New York
Singapore
Directly connect to Ad Exchanges & Bidders around the globe
IAB Ad Technology Marketplace – 14
BRX and VideoRTB+
IAB Ad Technology Marketplace – 15
VideoRTB+
• First-to-market, ultra-low-latency video solution from BrightRoll, available only at Equinix
– Boost ad revenue by increasing
successful bid requests – Improve campaign performance with
industry’s fastest data access for video
– Significantly reduce latency via a direct connection between bidders and the BrightRoll Exchange
IAB Ad Technology Marketplace – 16
Case Study & Business Impact
IAB Ad Technology Marketplace – 17
Case Study • Structured, realistic testing overseen by Brightroll SVP of Engineering
• Various scenarios with DSP partner Rocketfuel – Public Cloud to Public Cloud – Private Cloud to Public Cloud – Private Cloud to Private Cloud over public IP – Private Cloud to Private Cloud over direct interconnection
IAB Ad Technology Marketplace – 18
Results & Business Impact
The World’s Fastest Real Time Bidding (RTB) Solution • 80% reduction in RTB network latency • 10%+ reduction in average bid response time • 48% increase in successful ad bid rates • Potential revenue gain from higher transaction volumes on the exchange
IAB Ad Technology Marketplace – 19
Thank you!
For additional information, please contact
BRIGHTROLL EQUINIX Lucas Krump Craig Seim [email protected] [email protected]