Is the distance between the exchange and DSP data centers important?

The distance between the exchange and DSP (Demand-Side Platform) data centers is significant in the context of latency, which can directly impact ad serving efficiency and performance. Low latency is crucial for real-time bidding environments where speed determines success; therefore, proximity matters. If data centers are situated far apart, this can increase latency, resulting in delays in data transmission and slower response times for ad bidding, which is detrimental to campaign effectiveness.

While some may argue that the distance is not important, particularly in contexts where platforms have optimized their processes to account for latency, the fundamental reality is that reducing physical distance usually aids in lowering latency. Thus, acknowledging the relevance of distance allows for a more nuanced understanding of how technology impacts marketing strategies and performance in programmatic advertising.