Rubicon Project (NYSE: RUBI), which operates one of the largest advertising marketplaces in the world, and Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively reach and influence consumers everywhere, today announced they have come together to provide advertisers with reputable, third-party viewability scores for display and video advertising at the individual ad placement level, and to deliver those scores within the auction bid request.
“With this important innovation, Rubicon Project and IAS have significantly advanced the viewability discipline,” said Jeremy Mason, VP, Business Development, Audience Science. “We look forward to working with them to bring this valuable data to advertisers everywhere who seek increased transparency and efficacy across the purchase, execution, measurement and attribution process.”
“Armed with placement-level predictive viewability scores, media buyers in the Rubicon Project marketplace can make better informed pricing decisions, establish accurate performance measurements, and execute increasingly sophisticated strategies,” said David Marquard, VP, Product Management, Integral Ad Science. “Our data will also empower publishers to use viewability as a selling point including – in the near future — packaging and merchandising high performing inventory more effectively on Rubicon Project’s industry-leading Orders platform.”
The combined Rubicon Project and IAS viewability offering is being made available to IAS clients and partners for display and video advertising on both desktop and mobile web. It leverages IAS’s MRC-accredited viewability solution, Rubicon Project’s global premium publisher catalog and the IAB’s new OpenRTB 2.5 metric object to reveal in the bid request how well each individual ad placement is positioned on the page for the consumer to see it.
“Our unique viewability solution will provide buyers with the data signals they need to make better real-time buying decisions and successfully execute campaigns across our open and private marketplaces,” said Tom Kershaw, Chief Product & Engineering Officer, Rubicon Project. “Placement-level viewability data is also crucial to publishers, enabling them to evaluate and optimize their inventory at the atomic level, driving superior performance and pricing and ultimately maximizing long-term yield.”