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BrightRoll Expands Partnership With Equinix to Amsterdam Facility

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Back in April, 2013, video advertising company BrightRoll and data center company Equinix announced collaboration on a low-latency real-time bidding service called VideoRTB+. Now, BrightRoll announced the expansion of that partnership with the completion of a new data center within Equinix's AM3 Science Park facility in Amsterdam, the Netherlands.

BrightRoll notes that the Equinix facility is connected to the Amsterdam Internet Exchange, which it calls "one of Europe's key interconnection hotspots." With this new data center, BrightRoll will extend support for real-time bidding to Europe. Buyers will be able to connect to BrightRoll's VideoRTB+ service through Amsterdam and benefit from ultra-low latency when placing real-time bids. Thanks to the close proximity, buyers will get fewer timeouts, BrightRoll says.

The Amsterdam location will let BrightRoll deliver faster performance to most of Europe. BrightRoll says 80 percent of Europeans can connect to its platform within 50 milliseconds.

“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 towards programmatic buying," says Christopher Amen-Kroeger, senior vice president of engineering at BrightRoll. "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.”

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