Compute Infrastructure

Online marketing: Who gets paid is decided in milliseconds

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In the ad tech business, winners and losers are decided in the blink of an eye.

It’s a daily lesson that Ben Tregoe, Nanigans senior vice president of business development, learns every day. “In our business, online advertising exchanges present a stream of ad availabilities, and you have to place a bid in milliseconds,” he says. “The closer the bidder is to the auction, the lower the latency and the higher the chances of winning.”

Nanigans statistics Nanigans offers its customers an end-to-end solution for ad creation, optimization, and analytics on a Software-as-a-Service (SaaS) subscription model. The automation of value-based media buying depends on near-instantaneous consideration of potential placements on channels such as Facebook, Twitter, Instagram, and mobile exchanges. To support low-latency delivery of its online advertising services, Nanigans needed a hosting solution to accommodate immense workloads and offer data center locations worldwide.

Based on positive technical reviews of the Bluemix platform, Nanigans provisioned bare metal and virtual servers in IBM Cloud data centers around the globe. The cloud-based infrastructure easily accommodates the company’s data-intensive workloads and supports low-latency service delivery for customers throughout North America, Europe, the Middle East, and Asia. “Bluemix technology has helped put us in a position where we now process billions of post-ad click events, support over 16 million purchase events each day and help our customers track over 1.5 billion user profiles,” says Tregoe.

Ad tech is where milliseconds matter

Milliseconds matter. Make your systems faster with an uncompromising approach to designing and deploying the cloud foundation. With the cloud infrastructure and network performance considerations of your unique workloads, your cloud provider should keep up with you. And as you build the next generation of your systems, integrate a framework of cognitive services to get smarter about the transactions you process.

Learn more from the white paper “Where Milliseconds Matter: An Ad Tech Solution Guide”:

It provides tips and best practices that worked for Nanigans and can also work for you, such as:

  • Best practices for maximizing cloud infrastructure performance
  • Tips for minimizing latency to ad networks
  • Smarter ad buying and mobile advertising delivery platforms with cognitive services
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