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.