As more bids compete for impressions in the open RTB ad auction environment, lower lag time between various computing outputs means higher bid completion rates. Consequently, reducing latency is a large consideration in developing RTB algorithms. Some RTB players like AppNexus address the processing challenge head on, claiming stability and low latency across their respective data centers.
Those that partner to facilitate a speedier process have turned to an unexpected entrant to the RTB space: Equinix – which has its roots as a provider of data centers. Equinix is attracting vendors like pure-play video ad exchange BrightRoll and Rocket Fuel to its ecosystem. Together with Equinix, BrightRoll has brought to market VideoRTB+, a digital video RTB offering exclusive to Equinix data centers.
Rocket Fuel has used VideoRTB+ to gauge ad response rates, and saw a 48% improvement in bid completion using the "private" VideoRTB+ instance rather than a public network connection.
“RTB is not like sending a signal at the speed of light,” said Robert Blackburn, an SVP for cloud and content at Equinix. “It’s a conversation where information flies back and forth and completing that within a hundred milliseconds is not an easy thing.”