• by Tyler Loechner  @mp_tyler, July 10, 2013

Video advertising platform BrightRoll, along with data center company Equinix, this morning announced that Rocket Fuel is going to use their VideoRTB+ solution. VideoRTB+ is a tool that allows for a direct connection between bidders and the BrightRoll Exchange - something that BrightRoll’s Tim Avila claimed would increase the speed of the bids and allow for less bids to be lost because of lag.

RTM Daily asked Chris Sharp, general manager, cloud and content at Equinix, a few about the new partnership with Rocket Fuel. Prior to today’s announcement, Rocket Fuel had been working with VideoRTB+ to test it out, and with the increased speed, Sharp claimed Rocket Fuel had a 48% increase in successful bids. He also claimed that VideoRTB+ can reduce real-time bidding (RTB) network latency by 80%.

RTM Daily: Why is a partnership with Rocket Fuel good news for BrightRoll and Equinix?

Chris Sharp: As participants in the Internet advertising ecosystem face increasingly higher performance expectations to quickly and efficiently exchange data, many companies within this ecosystem turn to data centers to help them focus on core activities and significantly accelerate their growth and performance. For us, the relationship underscores the value of the Equinix Ad-IX ecosystem to address customer needs and fulfill our customers’ rapidly increasing performance objectives.

RTM Daily: Does this actually expand Rocket Fuel's platform? Or just provide them with new technology?

Sharp: Yes, our relationship with Rocket Fuel allows the company to expand its exclusive programmatic media-buying platform at big data scale to improve buyers’ ability to successfully bid on video ad inventory.

RTM Daily: What can Rocket Fuel customers expect to see in the coming months as a result of this partnership?

Sharp: As a result of this partnership, Rocket Fuel can tap into Equinix’s platform and leverage the BrightRoll VideoRTB+ solution to access even more data. Data is especially significant to Rocket Fuel, as the company accesses and analyzes data for useful and effective marketing. The VideoRTB+ solution reduces the time it takes for Rocket Fuel data to travel from the exchange to the bidder and back. The faster Rocket Fuel data is accessed and analyzed, the higher the likelihood of completed transactions – and larger transaction volumes create more revenue for all participants.