Independent sell-side advertising platform Magnite has announced the launch of a new data centre facility in Singapore.
This investment is designed to support the growth in digital advertising services across the region and aims to cement Magnite as a global leadership in CTV and omnichannel digital advertising by optimising Magnite’s technical infrastructure in the region.
Co-locating Magnite’s DV+ and CTV platforms in Singapore will standardise the company’s operations and provide maximum efficiency for buyers and publishers.
The investment also allows Magnite to provide the technical capabilities necessary to support increased traffic.
The larger unified data centre in Singapore will enable Magnite to better service clients across APAC from India to Australia and Japan.
With this step, the company says publishers can expect better performance and new monetisation opportunities, as well as increased capacity for inventory.
It says buyers will also see better campaign performance and delivery and have increased access to new supply.
“Preparing our technological infrastructure in APAC will give Magnite a clear competitive advantage in servicing our clients and ultimately improve results,” Magnite chief technology officer Tom Kershaw says.
“By unifying and standardising our omnichannel platform, we’ll be more agile, proactive and efficient. Our tech stack needs to evolve with the demands of the industry, and we have greater flexibility to scale our infrastructure in real-time as the business scales.”
Magnite head of APAC Juliette Stead says as the company continues to grow in the region, this will be an important investment that will benefit clients.
"Investing at scale to optimise our capabilities ensures we will be well-positioned to respond to change. We are also building out our AWS infrastructure in Singapore to further support CTV growth - including live streaming," Stead says.
"Now more than ever, we intend to be at the forefront of the strongest segment of industry growth for the foreseeable future, and ensure our infrastructure is equipped to accommodate these developments.”
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