BrightRoll wanted to build the world’s fastest real-time bidding (RTB) solution for digital video advertising, a business in which milliseconds make the difference between a completed transaction and a missed opportunity. The company expanded its technology infrastructure by locating its video ad exchange in Equinix data centers and interconnecting directly to exchange participants to circumvent the public Internet. This significantly reduced latency and improved matched transactions on the exchange, increasing business opportunities and revenues for all participants.