Link management platform Bitly is set to migrate its 25 billion data-infused links to the IBM Cloud.
This was revealed at the IBM InterConnect 2016 conference in Las Vegas this week.
Bitly believes the move will give users a faster, more responsive experience when using the Bitly platform.
The company's application programming interface, used by developers who embed more than 300 million links into their products and applications each month, will also move onto IBM Cloud.
IBM says its globally dispersed cloud network and load balancing options will allow developers' embedded links to load faster regardless of an end-user's location. This speed is crucial, as more than 70% of Bitly links are delivered internationally, it adds.
Bitly is best known for shortening URLs, making them easier to share across all channels, including text messages, e-mails and social media posts, where words and characters are at a premium. Its links garner more than 12 billion clicks per month, generating over 250 billion unique data points.
Through the company's link management platform, marketers create branded links, add mobile deep linking capabilities, track user interactions, and analyse audience data to better engage with clients.
"Migrating our workloads onto IBM Cloud enables us to better support our expanding global user base," says Mark Josephson, CEO of Bitly. "Not only can our customers experience even faster performance thanks to IBM's worldwide network of interconnected data centres, but we will also have a scalable, secure cloud platform to support our rapid business growth."
"Together, IBM and Bitly are improving the development experience across the Bitly API," says Sandy Carter, GM of the developer ecosystem and start-ups at IBM. "Developers will still have everything they love about Bitly, but now they'll get a faster, more responsive experience."
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