Flexible infrastructure allows for business agility in the AdTech industry

AdTech platforms rely on being able to deliver ads based on data and insights, making billions of computes per second to reach the right audiences at the right time. Any loss in connectivity and compute power leading to a poor end user experience can be hugely damaging to a platform’s success. This in turn is reliant on servers being highly available and scalable.

I remember when digital advertising was akin to ‘old school’ ad placement, where advertisers paid publishers directly to place adverts on their site. As the web scaled, this old method became unsustainable, slow and unscalable. Digital advertising had to adapt – it had to become smarter, more personalised, and much quicker.

In the current highly fragmented ad tech landscape, its critical providers are able to remain agile. Increasing competition has providers clawing for market share and moving at an incredibly fast pace. To keep up, it’s imperative that their business remains lean, yet highly flexible. In a truly global business, the next ad slot can come from anywhere and some platform providers are finding an edge in colocation.

Colocation, with a supportive data centre partner, is one of the ways that AdTech companies can improve their digital infrastructure, meet the growing demands of their advertisers, and cut out the competition from other AdTech providers. Interxion’s customer, Rubicon Project, explained to us how their platform is dependent on using Interxion’s highly connected, data centres to delivery their services to the end customer. Watch the video below and check out the case study to see the full story.

Flexible, Scalable Infrastructure Helps Rubicon Project Remain Agile from Interxion on Vimeo.