BrightRoll Expands Technology Infrastructure to Drive Programmatic Video Growth in Asia Pacific

BrightRoll, a division of Yahoo! Inc. (NASDAQ:YHOO), announced today the international expansion of its technology infrastructure into Hong Kong with Equinix, the global interconnection and data center company. This move highlights the growth of digital advertising in the Asia Pacific region (APAC) and increasing demand for BrightRoll’s programmatic video advertising solutions across the region.

According to eMarketer, APAC boasts over 1.33 billion Internet users - the largest online population of any region in the world - which attracted a total digital ad spend of $41B in 2014. With expansion into Equinix’s Hong Kong data center facilities, advertisers can access the BrightRoll Marketplace in APAC and connect to thousands of publishers in the region, including Yahoo owned and operated (O&O) inventory.

“Yahoo and BrightRoll are putting the technology in place to help our customers execute global video ad campaigns and meet their KPIs by delivering powerful, yet flexible, solutions that allow them to reach their audiences wherever they are,” said Tod Sacerdoti, CEO of BrightRoll. “The newest data center in APAC is an extension of the robust infrastructure we’ve built in the US and Europe, and underscores our commitment to building the industry’s leading programmatic video advertising solutions.”

BrightRoll delivers scalable programmatic solutions that enable advertisers to maximize ROI on video ad spend, while helping publishers maximize revenue for their video ad inventory. Benefits of this newest data center include:

• Access to more inventory: Advertisers can connect to the BrightRoll Marketplace in APAC via their demand side platform (DSP) and bid on inventory to reach new audiences in the region.
• More successful bids: DSPs will experience lower latency once connected to the new Hong Kong data center and have more time to make better decisions on behalf of advertisers.
• Increased efficiency: Publishers connected to the new Hong Kong data center will be exposed to new demand sources, while experiencing lower latency, increased impression rates, a reduction in waste and maximization in revenue opportunity.
• Better ad viewing experience: Consumers in APAC will experience 50 percent reduction in latency and an overall better ad viewing experience, resulting from the data center’s strategic location to the broader APAC region.

“In a city where the internet penetration rate reaches over 73 percent, we’ve seen a growing number of content and digital advertising companies deploying in Equinix’s Hong Kong data centers in a bid to accelerate data exchange and achieve high performance,” said Alex Tam, Managing Director of Equinix Hong Kong. “BrightRoll and Equinix have had tremendous success in helping grow the programmatic advertising market by bringing together ad buyers and sellers in a dynamic business ecosystem. We're excited that our partnership has enabled BrightRoll to scale their business to new markets by leveraging our global data center platform and look forward to continued success in the Asian market.”

“AudienceScience is seeing a huge increase in demand in Asian markets and we’ve integrated with the BrightRoll Marketplace to execute multi-screen video ad buys in real-time in the region,” said Jeff Hochberg, Vice President of Business Development at AudienceScience. “With its global footprint, BrightRoll provides the largest scale and reach to help our customers make smarter buying decisions and execute data-driven campaigns.”

This latest expansion builds on BrightRoll’s robust hybrid-cloud infrastructure, which offers superior efficacy by analyzing billions of data points with real-time response. BrightRoll’s technical infrastructure manages more than 100 billion global inventory requests per month and is capable of processing 2.8 million transactions per second and recording more than 45 billion data points per day.

About BrightRoll

BrightRoll, a division of Yahoo! Inc. (NASDAQ: YHOO), builds software that automates and improves digital video advertising globally. BrightRoll offers the industry’s leading programmatic video solutions, including a demand side platform and marketplace. These solutions help advertisers, publishers and partners grow their business and connect with consumers on web, mobile and TV. BrightRoll powers digital video advertising for 87 of the top 100 Ad Age advertisers, 41 of the top 50 publishers, and more than 100 technology partners. To learn more, visit brightroll.com.

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