AWS expands MediaTailor to London, targeting lower ad latency.
Amazon Web Services has expanded the availability of its AWS Elemental MediaTailor service to the Europe (London) AWS Region. The expansion allows video providers serving Northern Europe to run ad insertion workloads closer to their audience, aiming to reduce ad decisioning latency and improve ad fill rates. The London region also provides an additional option for redundancy and capacity for customers already using the service in the Europe (Ireland) region.
Key Takeaways
- AWS Elemental MediaTailor's server-side ad insertion (SSAI) is now live in the Europe (London) AWS Region.
- The stated goal is to reduce ad decisioning latency for viewers in Northern Europe, thereby improving ad fill rates.
- For customers already using MediaTailor in the Europe (Ireland) region, London offers an additional option for redundancy and capacity.
- MediaTailor uses SSAI and Server Guided Ad Insertion (SGAI) to serve targeted ads in live and on-demand streams.
Why It Matters
This expansion gives video publishers serving the UK and Northern Europe a local option to reduce ad decisioning latency, a critical factor for maximizing revenue in SSAI workflows. By placing compute closer to viewers, AWS better positions MediaTailor against other SSAI vendors on raw ad delivery performance within the region. Watch for performance benchmarks from early adopters using the London region to see if the promised improvements in ad fill rates and latency materialize against workloads run from other European regions.
Read full article at aws.amazon.com
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