Location: Mountain View, Calif.

CEO: Brian Bulkowski

Product availability: Version 2.0, now

Why it's worth watching: Citrusleaf wants you to associate its with both reliability and low latency. And while those two qualities are important for most data centers, they're particularly important for a company such as Citrusleaf that powers real-time bidding for the advertising industry.

"What is crucial about the advertising business is that you can't go down, you must have extreme reliability," says Citrusleaf founder and CEO Brian Bulkowski. "For instance, say if we were just down for 10 minutes -- that could cost you $20,000. So the fact that we have never had an outage at any customer sites is why people go to Citrusleaf."