Criteo, the performance marketing technology specialist, today launched its data center in Shanghai. The new facility is designed to boost the performance of online advertising for Criteo’s clients and the company says it shows a further commitment to the Chinese market.

The data center is already serving advertisers and most publishers located in China. Criteo’s plan is to add more publishers this quarter. In the past four years, the company has increased the number of servers which it owns to more than 15,000, in order to meet the needs of its expanding global business.

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China - a strategic priority

CEO of Criteo Eric Eichmann said: “The Chinese market has always been a strategic priority for Criteo. The launch of the Shanghai data center is part of a long-term strategy and our commitment to enhance our business here. The new data center enables us to build further competence and capability to best serve our advertisers, publishers, and users in China.”

With a local presence, the new data center is able to provide Criteo’s prediction and recommendation engine with more flexible, resilient and efficient connections within China. The engine is based on machine learning and predictive technology and can help clients reach users by displaying personalized ads in real-time.

“The high-performance data center will lay a solid foundation for Criteo to accelerate the fantastic growth of e-commerce business in China,” said Kelvin Cheng, managing director for China at Criteo. “It will further improve our engine’s performance in China and enable even more efficient delivery of targeted digital performance advertising, allowing advertisers to engage and convert customers more effectively.”

The data center was designed and built according to high standards of redundancy and security. It is connected to China Unicom and China Telecom, two of China’s major ISPs.

The data center is also connected through dedicated international private circuits to another two Criteo data centers - in Hong Kong and Amsterdam.

This is the third data center for Criteo in Asia and the seventh globally. The other two Criteo data centers in APAC were launched in Tokyo in March 2011 and Hong Kong in May 2014.