Rocket Fuel Partners With BrightRoll on Video Ad Bidding
Rocket Fuel, a company that offers programmatic media buying, announced today that it's working with BrightRoll and Equinix to expand its buying platform. Rocket Fuel will use BrightRoll's VideoRTB+ product to help buyers bid on video ads, and it will run VideoRTB+ on Platform Equinix.
BrightRoll launched VideoRTB+, its real-time bidding offering for online video ads, earlier this year. It runs exclusively on Equinix data centers. For this partnership, BrightRoll and Rocket Fuel worked together to test the solution's response rate compared to one using a public network connection. They found that VideoRTB+ customers had a 48 percent more successful bid rate.
By running on Equinix's Ad-IX platform rather than a public network, BrightRoll says it enjoys an 80 percent reduction in network latency, a 10 percent average reduction in bid response time, and revenue gains thanks to higher transaction volumes.
“At Rocket Fuel, we harness the power of artificial intelligence to access and analyze data for more effective, targeted advertising," says Abhinav Gupta, vice president of engineering at Rocket Fuel. "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 marketing.”
The latest ad company to offer programmatic buying tools, BrightRoll creates an all-in-one browser-based dashboard.
Before they transfer TV ad dollars to online, advertisers need to be sure their clients will reach a comparable audience.
By reducing latency, bidders will have more time to review, analyze, and bid on video ad inventory.
Companies and Suppliers Mentioned