The online advertising industry is continually troubled by fraud, both on the buy-side and sell-side of programmatic online advertising trading. Publishers, media buyers and advertising technology vendors are united in their quest to eliminate ad fraud and to create and sustain a clean ecosystem in which advertisers can have confidence. This is where data centres can play an important part.

Secure ecosystems found in a neutral data centre aim to accelerate the bidding and trading of ad inventory through an optimised infrastructure. It features the co-location of leading ad exchanges, media buyers, data platforms, data aggregators and major networks.

In this episode of TraderTalk TV, filmed in New York, Sougata Maitra, solutions architect at Equinix discusses the data centre giant's approach to eliminating ad fraud, reducing latency and improving the overall efficiency of the programmatic advertising ecosystem.