{"id":32534,"date":"2021-08-17T09:18:46","date_gmt":"2021-08-17T14:18:46","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=32534"},"modified":"2021-08-17T14:27:53","modified_gmt":"2021-08-17T19:27:53","slug":"mediavine-exchange-goes-global-with-first-international-data-center","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/mediavine-exchange-goes-global-with-first-international-data-center\/","title":{"rendered":"Mediavine Exchange Goes Global with First International Data Center"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Mediavine<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Mediavine Exchange Goes Global with First International Data Center<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2021-08-17T09:18:46-05:00\">August 17, 2021<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>Attention, Mediavine publishers with web traffic coming from Europe: We hope you&#8217;re sitting down, because we&#8217;ve got some exciting news for you. <\/p>\n\n\n\n<p>No, it\u2019s not <a href=\"https:\/\/www.mediavine.com\/gdpr-compliance-for-advertisements\/\">GDPR<\/a> related, we promise.<\/p>\n\n\n\n<p>We mean actual good news \u2014 a rarity when it comes to advertising in Europe \u2014 in the expansion of the Mediavine Exchange in the EMEA (Europe, the Middle East and Africa) region.<\/p>\n\n\n\n<p>With the launch of our first international data center in Frankfurt, Germany, <strong>Mediavine is going international<\/strong>!<\/p>\n\n\n\n<p>We know that sounds cool but probably means nothing to you. Well let&#8217;s change that! <\/p>\n\n\n\n<p>Go pour yourself a cold Dunkel and toast to this exciting development I&#8217;m about to explain.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is the Mediavine Exchange?<\/h2>\n\n\n\n<p>Over the course of two years, we migrated from client-side header bidding to our own, in-house Server-to-Server OpenRTB solution, the <a href=\"https:\/\/www.mediavine.com\/server-to-server\/\">Mediavine Exchange<\/a>.<\/p>\n\n\n\n<p>This is a big deal.<\/p>\n\n\n\n<p>Mediavine is the only <a href=\"https:\/\/www.mediavine.com\/what-is-mediavine-ad-management-and-so-much-more\/\">ad management<\/a> company to have done this; meanwhile, many of the largest publishers in the world remain stuck on client-side.<\/p>\n\n\n\n<p>The short version: Server-side <a href=\"https:\/\/www.mediavine.com\/what-is-header-bidding\/\">header bidding<\/a> means that ad auctions, which send ad requests to potentially hundreds of servers, no longer happen on slow phones or other personal devices.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic.jpg\" alt=\"server to server. browser sends 1 network request out to a server that sends bids to the ad exchanges\" class=\"wp-image-32677\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/S2S-graphic-640x426.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>Instead, your phone now sends a single request to the Mediavine Exchange, which in turns makes the requests to those hundreds of servers, returning a single bid to the phone.<\/p>\n\n\n\n<p>The even shorter version: It\u2019s much faster.<\/p>\n\n\n\n<p>When we first announced the Exchange, one of the things we touted was its incredible flexibility. Sure enough, it allowed us to launch the most successful <a href=\"https:\/\/www.mediavine.com\/mediavine-outstream-player\/\">outstream video player<\/a> ever tied in to 30+ demand sources. <\/p>\n\n\n\n<p>But have you met the Universal Player? Thanks to the Exchange, its performance is unrivaled.<\/p>\n\n\n\n<p>Besides allowing us to plug the <meta charset=\"utf-8\"><a href=\"https:\/\/www.mediavine.com\/universal-player-one-video-solution-to-rule-them-all\/\">Universal Player<\/a> for the hundredth time, all of this prologue brings us to the latest innovation made possible by the Exchange.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mediavine Exchange Goes International<\/h2>\n\n\n\n<p>As we said earlier, the Mediavine Exchange is launching its first international data center in Germany. What does that mean and why should you care?<\/p>\n\n\n\n<p>Remember in the previous section, when we discussed all of the phones and computers sending a single request to our server instead of hundreds of servers across the world?<\/p>\n\n\n\n<p>Well, previously with client-side header bidding, we had no control where those requests were going. EMEA users could be sending those requests anywhere in the world &#8211; and most likely would end up stateside given the US-centric industry we&#8217;re in.<\/p>\n\n\n\n<p>As you can imagine, a phone in the UK sending out a request for a server in the United States takes valuable time. <\/p>\n\n\n\n<p>It might not seem like it these days \u2014 humans can make calls or browse sites across the pond with relative ease \u2014 but we\u2019re still talking potentially hundreds of milliseconds. <\/p>\n\n\n\n<p>Basically, a delay you might not even notice or care about is an eternity to computers.<\/p>\n\n\n\n<p>Thanks to the control of the Mediavine Exchange, we can now intentionally route where those requests go &#8211; by putting a server closer to your readers.<\/p>\n\n\n\n<p>With our new data center, we&#8217;re able to cut down those valuable fractions of a second and, as a result, are seeing up to 2-4% more impressions per session in most European countries. <\/p>\n\n\n\n<p>In numbers that matter to publishers, that translates to a <span class=\"has-inline-color has-black-color\">2-4% overall RPM increase<\/span>.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color\">The results are even more impressive in places like Germany and the UK, where we&#8217;re seeing <span class=\"has-inline-color has-black-color\">a 4-8% RPM lift.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2.png\" alt=\"2-4% rpm and session increase across the eu 4-8% rpm increase in germany and the UK\" class=\"wp-image-32662\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-320x213.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-768x512.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-375x250.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-555x370.png 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-344x229.png 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-281x187.png 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-335x223.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-347x231.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-520x346.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/08\/2-640x426.png 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p>The crazy part is that this development gets even more exciting. (If you can imagine anything more exciting in life than data centers and nanoseconds saved in bid requests.)<\/p>\n\n\n\n<p>Hold on to your lederhosen and get ready for this one:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-exclusive-demand-in-europe-and-beyond\">Exclusive Demand in Europe and Beyond <\/h2>\n\n\n\n<p>While this will surprise exactly no one on the other side of the Atlantic, my fellow Americans may not realize there are different exchanges, including both <a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\">SSPs<\/a> (Supply Side Platforms) and Demand Side Platforms (<a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\">DSPs<\/a>) in Europe.<\/p>\n\n\n\n<p>Big-name tech giants like Google are ever-present across the world, but there are smaller, lesser-known niche players in Europe who will soon be competing for publishers&#8217; inventory.<\/p>\n\n\n\n<p>The Mediavine Exchange and our Frankfurt data center have greatly increased our ability to add geo-specific ad partners. For example, we have a partner whose inventory performs surprisingly well in Germany, France and throughout much of the continent, but is stuck in the bottom tier of our US partners.<\/p>\n\n\n\n<p>To make a long story short, operating different data centers allows us to optimize the various partners competing in ad auctions in various regions. The European partner in question now can be relegated to the bottom tier \u2014 or not even involved \u2014 in US auctions while being one of the first bidders in Europe.<\/p>\n\n\n\n<p>Beyond that, this allows us to onboard even more niche partners without concerns about hurting US traffic performance, which is still our most lucrative market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Future is Global<\/h2>\n\n\n\n<p>The Frankfurt data center is only the beginning for us in the EMEA region, and the region itself is the first of many more we plan to expand into. <\/p>\n\n\n\n<p>That\u2019s right. More geo-based acronyms, including APAC (Asia-Pacific), are coming your way.<\/p>\n\n\n\n<p>More broadly, this serves as proof of our commitment to the entire EMEA region, a long-term vision that began with Mediavine&#8217;s IAB and European-certified <a href=\"https:\/\/www.mediavine.com\/mediavine-cmp-our-commitment-to-gdpr-transparency-and-privacy\/\">CMP<\/a> at a time when much of the internet went dark in large swaths of the continent.<\/p>\n\n\n\n<p>There are 2.2 billion people in the EMEA region and nearly 8 billion worldwide. We recognize that in order to best serve publishers around the world, we need to optimize for more of it.<\/p>\n\n\n\n<p>Using some servers in Germany may not seem groundbreaking, but even the longest of journeys begins with a single step. We&#8217;re excited about this first one.<\/p>\n\n\n\n<p>World, we\u2019re coming for you.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' 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1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Monetize the Vertical Video Content You Already Have<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">4 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 From Social to Site: Mediavine&#8217;s Vertical Video Ads Are Live Publisher-produced video content is 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Traffic is less predictable. Advertisers are getting more selective. Platforms are pulling value inward. None of this is new. What\u2019s new is the speed at which it\u2019s happening. The publishers who win next are not chasing loopholes or waiting for the next algorithm update&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-publishers-win-in-the-next-era-of-the-internet\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How Publishers Win in the Next Era of the Internet\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Amanda Martin and Butler\/Till&#039;s Scott Ensign on stage at MVCon 2025\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How to Create Content Advertisers Will Pay More For<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 If your goal is higher CPMs, steadier demand, and stronger long-term revenue, here\u2019s the uncomfortable truth: Advertisers are not paying more for more content; they\u2019re paying more for better environments, better audiences, and better experiences. That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 Attention, Mediavine publishers with web traffic coming from Europe: We hope you&#8217;re sitting down, because we&#8217;ve got some exciting news for you. No, it\u2019s not GDPR related, we promise. We mean actual good news \u2014 a rarity when it comes to advertising in Europe \u2014 in the expansion of the Mediavine&#8230;<\/p>\n","protected":false},"author":5,"featured_media":32600,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[10],"tags":[],"audience_post":[],"class_list":["post-32534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mediavine"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mediavine Exchange Goes Global with First International Data Center - Mediavine<\/title>\n<meta name=\"description\" content=\"Mediavine launches its first international data center in Frankfurt, Germany! 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