In the fast-paced, competitive world of AdTech, having an efficient digital infrastructure is key to optimizing cloud strategy, speed, and bandwidth at scale, especially when looking ahead to 2022.

At our recent thought leadership event, Hybrid Multicloud Infrastructure at Software Speed: The Equinix and Pubwise Story, on October 28th, representatives from Equinix and Pubwise came together to share how Pubwise, an AdTech firm, utilizes Equinix’s unique, streamlined technology to meet their time-sensitive digital advertising needs.

Check out the main takeaways from our discussion:

1. Take advantage of an increasingly digital world

Dwight Ringdahl of Pubwise spoke about the benefits of the rise of digital advertising. “It’s kind of good for us and bad for the rest of the world, but as things become online and change from billboards to digital media… that obviously sets well for us,” he said.

To keep up with the rising demands of online advertising, it’s crucial that AdTech grows at the same rate, which means better bandwidth, faster speeds, and higher revenue retention.

2. Understand the changing needs of your company’s data

Dwight talked about the importance of the cloud Pubwise. Because the company runs in different places at different times, it doesn’t consistently need the same amount of bandwidth.

“That kind of a business is something that expands and contracts rapidly, so it's very important for us as a company to be able to have turned cost on and turn cost off, whether it be anything from drive to network to the number of instances it takes,” he shared.

3. Implement multiple types of advertising technology

Melissa Cotton of Equinix shared an explanation of how to strike the right balance between leveraging digital infrastructure like the cloud and AWS with Equinix.

“It gives you that kind of private cloud environment, and you’re able to leverage interconnection services from Equinix to connect to your ad tech services that are running in Google cloud, and a lot of your customers and partners that are running on AWS,” she explained.

4. Use tier-based offerings to meet customers where they are.

When asked about the difference between using both GCP and Equinix, Dwight talked about the cost effectiveness of using Equinix for data. “On the Equinix side, that data gets pumped into where we need to spread it quickly, where we need to do some additional intelligence. We want to make sure that it's a good ad… we can't go from there all the way to GCP paying them back out. It gets really expensive to do that,” he said.

Each system takes care of a different part of data storage and memory, meaning that the company has to worry less about cost and effectiveness of their ads.

5. Find the full potential of connection through Equinix

When it comes to staying connected with customers and the people within your organization, Melissa told the group that Equinix can be the link that keeps it all together.

“It’s not just colocation and data center services when it comes to Equinix. It’s all of that plus interconnection, getting you connected to everyone,” she shared.

Curious to learn more about our discussion with Equinix and our expert speakers? Access the full event content by filling out the form at the top of this page.