Rubicon Project's platform automates buying and selling for the global online advertising industry. With only milliseconds to send an ad to a consumer's device, the company's infrastructure needs to be as close as possible to its markets. In Europe, that means colocation at Interxion's Frankfurt and Amsterdam campuses.
Ever thought about the commercial game that plays out behind the scenes when you load a web page and see an ad?
For more than 60,000 apps and over a million websites worldwide, billions of times every day, this is what happens: in the milliseconds between a page being requested and loaded, the Rubicon Project platform receives a signal that prompts an auction among buyers for ad space on the screen. The winning bidder's creative is then retrieved by the platform and sent to the device. If it doesn't happen in time — if the end user scrolls past the ad slot before the ad has been delivered — it's all for nothing.
"This is a global business, and we don't know where the next page load is going to come from. So we need to be close to the user, both virtually and physically," says Tom Kershaw, Rubicon Project's CTO.
In Europe, having had a presence in the adtech heartland of Amsterdam for several years, the company decided to add a second location to:
- Enhance the resilience of its architecture
- Further reduce latency
- Take advantage of growth opportunities in the region