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Advertisers: Is Your Cloud Reliable?

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What does cloud reliability mean for digital advertisers?

Cloud computing is more and more the go-to solution for a broad range of companies whose businesses rely on the inherent advantages the cloud provides to be successful. Today we feature one type of business to explore some of the areas where the right kind of cloud can really enhance the way a goal is achieved.

This is the first post in a three-part series. Stayed tuned for more!

To view part 1, click here.
To view part 2, click here.
To view part 3, click here

With the exponential growth of mobile and online immersion, advertising dollars are increasingly going to companies who can secure audience engagement through dynamic, digital advertising. Cloud computing is the perfect complement for digital advertising companies, though it’s important to consider what elements in the cloud need to be spoken to in order to get the most ROI. Below are the first two of four things to consider when evaluating cloud providers as a digital advertising firm.

ReliabilityReliability really speaks to the credibility of an advertising company. Advertising relies on 100% uptime, so they have to pick a platform that absolutely will not go down – they can’t settle for less. If it makes the wrong choice in cloud provider, it’s not simply the loss of revenue that’s at stake when something goes down; it’s the impact on the firm’s credibility and reputation. Many ad companies have failed because of this.

Where reliability is concerned, advertisers not only need assurances from their cloud provider, but they must commit themselves to working with the provider to perform regular resiliency tests. They also need to design resilient applications. It’s as much the responsibility of the cloud provider as much as it is the advertiser to provide a robust and reliable application. This is where partnership is truly the fundamental building block of reliability in the relationship between the cloud partner and the advertising company.


The time to request from the advertising network for bids bought on ad delivery – this needs to happen in a matter of milliseconds from when a page requests is put in by the ad company to when the winning company delivers the ad for that page. Every millisecond that can be shaved off in the advertiser’s network to get them closer to the destination of the bid (and ultimately the advertisement) benefits them.

For example, an advertiser will have a shift of 2 to 3 milliseconds in overall response latency from an ad network, which often correlates to several thousand dollars of lost revenue. This could be avoided by a network with lower latency. A cloud provider needs to support the best network possible for these kinds of clients, and to so there are many technologies and techniques available for use.

Ultimately, the issue of latency speaks to resiliency. What an ad company needs to have the cloud provider avoid is resiliency of a network competing with the speed or optimization of the network. This issue in particular plays into what technologies the cloud provider will use. Ad companies need the lowest latency possible, and should seriously consider cloud providers who can establish dedicated lease lines going back into the ad networks for clients.

Come back tomorrow for the next installment of this series! If you have any comments, feel free to leave them here or on @CloudGathering on Twitter!

By Jake Gardner

Posted on July 23, 2012 in Cloud Computing Industry

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Responses (3)

  1. […] is the final article of a 3 part series: To view part 1, click here. To view part 2, click here. To view part 3, click […]

  2. […] Read more about how cloud can work with advertisers here. […]

  3. Get Cloud or Get Left Behind « Gathering Clouds
    August 20, 2012 at 10:46 am ·

    […] Read more about how cloud can work with advertisers here. […]

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