REDWOOD CITY, Calif.,
April 12, 2016 /PRNewswire/
-- Equinix, Inc. (NASDAQ: EQIX), the global interconnection
and data center company, today unveiled the findings of a report
done in collaboration with ExchangeWire which explored attitudes
toward fraud in programmatic advertising. The survey found that
marketing and advertising technology professionals are realizing
that preventing fraudulent activities earlier in the bid process
reduces the chance for fraudulent behavior in subsequent phases and
are increasingly looking to better maintain the integrity of their
digital supply chains.
To download the full report, click here:
https://www.exchangewire.com/exchangewire-research-and-equinix-report/
Executive Summary
The digital marketing and advertising industry constantly
experiences issues of fraudulent behavior, both on the buy-side and
sell-side of programmatic online advertising trading. As a result,
marketing and advertising technology professionals are looking for
solutions to reduce fraud and create a secure ecosystem. The survey
indicated a significant drive towards clean inventory data
ecosystems within the next 12 months, as digital marketing and
advertising professionals strive to reduce fraud levels at the
pre-bid stage with 60 percent of respondents indicating that it is
very important to detect fraud even before impressions are sent to
be traded. Furthermore, one-third of respondents said they are
willing to move applications to a new data center for an 11-30
percent reduction in latency time in an effort to reduce fraudulent
activities.
Interconnection Reduces Ad Fraud
An interconnection first strategy and implementation of an
Interconnection Oriented Architecture™ via Equinix's carrier
neutral data centers with secure ecosystems can accelerate the
bidding and trading of ad inventory through an optimized
infrastructure. Equinix is home to leading business ecosystems
which include participants such as leading ad exchanges, media
buyers, data platforms, data aggregators and major networks. As the
result of trading within a neutral data center, the possibility of
fraud is significantly reduced at each stage of the bidding
process.
Highlights / Key Facts
- The global study of 129 marketing and advertising technology
professionals from around the world analyzed attitudes towards
programmatic advertising fraud and the benefits of a neutral data
center with secure business ecosystems.
- Media buying efficiency was cited as the main advantage to
using a neutral data center with secure ecosystems by marketers in
EMEA (73 percent), APAC (69 percent) and the US (62 percent).
Within LATAM, reduced fraud levels (58 percent) were cited as the
main advantage, while APAC (44 percent) and the US (47 percent)
cited reduced fraud levels as the second greatest advantage.
- 83 percent of LATAM and 80 percent of EMEA respondents believe
that the detection of fraud before ad impressions are sent to be
traded is either essential or very important. Results were slightly
lower within the US (61 percent) and APAC (74 percent).
- Marketing and advertising technology professionals have
differing views on the main advantage to moving to a neutral data
center with secure ecosystems solution with those in EMEA (73
percent), APAC (69 percent) and the US (62 percent), viewing media
buying efficiency as the main advantage. Marketers within LATAM see
reduced fraud levels (48 percent) as the main advantage to this
type of ecosystem.
- As the leading interconnection provider, Equinix is adding
anti-fraud managed services to its strategic ad exchanges around
the world to create data center environments with secure business
ecosystems to bring together buyers and sellers and drive
interconnection.
Quotes
- Lou Najdzin, senior director,
Global Market Development:
"We are experiencing an
increasing demand for reduced latency times in order to combat the
growing sophistication of cyber criminals. Equinix provides
customers with a secure platform to interconnect with leading ad
exchanges, media buyers, data platforms, data aggregators and major
networks. As a result, latency times are reduced and the risk of
fraudulent activities are mitigated."
Additional Resources
- Ad World Eager to Attack Fraud Consider New Data Center
Strategies [blog]
- TraderTalk TV: Best Practices on Fighting Fraud [video]
- Ad Fraud Spotlight [Equinix Forum article]
About Equinix
Equinix, Inc. (Nasdaq: EQIX) connects the world's leading
businesses to their customers, employees and partners inside the
most interconnected data centers. In 40 markets across five
continents, Equinix is where companies come together to realize new
opportunities and accelerate their business, IT and cloud
strategies. www.equinix.com.
Forward Looking Statements
This press release contains forward-looking statements that
involve risks and uncertainties. Actual results may differ
materially from expectations discussed in such forward-looking
statements. Factors that might cause such differences include, but
are not limited to, the challenges of acquiring, operating and
constructing IBX centers and developing, deploying and delivering
Equinix services; unanticipated costs or difficulties relating to
the integration of companies we have acquired or will acquire into
Equinix; a failure to receive significant revenue from customers in
recently built out or acquired data centers; failure to complete
any financing arrangements contemplated from time to time;
competition from existing and new competitors; the ability to
generate sufficient cash flow or otherwise obtain funds to repay
new or outstanding indebtedness; the loss or decline in business
from our key customers; and other risks described from time to time
in Equinix's filings with the Securities and Exchange Commission.
In particular, see Equinix's recent quarterly and annual reports
filed with the Securities and Exchange Commission, copies of which
are available upon request from Equinix. Equinix does not assume
any obligation to update the forward-looking information contained
in this press release.
Equinix and IBX are registered trademarks of Equinix, Inc.
International Business Exchange is a trademark of Equinix,
Inc.
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SOURCE Equinix, Inc.