Rubicon Project (NYSE: RUBI), the technology leader engineering the global infrastructure for the future of advertising with the industry’s largest independent real-time trading platform for the buying and selling of advertising, today debuted Orders, the industry’s first full-stack direct order automation solutions before a packed house of more than 150 premium advertising buyers and sellers.
Now integrated into Rubicon Project’s end-to-end advertising automation platform, the Orders Guaranteed and Non-guaranteed solutions automate both the workflow and execution of desktop, mobile and video advertising campaigns.
On stage at Rubicon Project’s Automation Summit on Thursday, Carol Chung, SVP, Media Technology for DigitasLBi, announced that the global agency is adopting the Orders Guaranteed application to automate guaranteed media buys across all brands.
Charlie Weiss, VP Advertising Marketplaces for News Corp, was quick to reply, “If you’re on Orders, we should talk.”
“This platform is both a discovery tool for buyers seeking to find our audience of highly engaged younger sports fans, and a way to seamlessly execute buys. We’re seeing buys via Orders right now,” noted Chris Pirrone, GM of Sports Digital Properties at USATODAY.
The Orders solutions include:
- Guaranteed Orders: the industry-leading Automated Guaranteed platform the company gained through its November, 2014 acquisition of iSocket. Guaranteed Orders brings premium buyers and sellers together to seamlessly plan, negotiate and execute high-value and high-impact sponsorships and brand advertising campaigns.
- Non-Guaranteed Orders: the next-generation of Rubicon Project’s pioneering Connect platform which debuted in 2012. Rebuilt from the ground up to streamline both the workflow and execution of non-guaranteed deals, Non-Guaranteed Order delivers the performance, media efficacy and efficiency today’s premium buyers and sellers demand.
“We’re committed to providing buyers and sellers with the technologies and integrations they need to put the consumer first,” saidGregory R. Raifman, President, Rubicon Project. “This is a $38 Billion global market that can now be automated, end-to-end, driving efficiency and higher value for buyers.”
Rubicon Project also unveiled its Open Platform initiative and corresponding suite of Application Programming Interfaces (APIs). The initiative is designed to give buyers and sellers more control over their businesses, direct access to Rubicon Project’s unified auction and advertising exchange, and greater autonomy in the marketplace.
First among these advanced integrations, the company showcased its Exchange API, which is designed to address fragmentation in the digital advertising ecosystem. The Exchange API empowers ad servers and ad rendering SDKs to help sellers optimize revenue across all sales channels and for all deals.
Leading ad platforms around the world, including e-planning, Leonardo ADV and Adhese, are integrating Exchange API to provide sellers with holistic revenue optimization and direct access to global buyers.
“Digital media companies seek to optimize revenue holistically across their inventory. But if their ad servers are not integrated with an auction-based advertising exchange, they’re still failing to achieve maximum value,” said Neal Richter, CTO, Rubicon Project. “Exchange API puts sellers in control, enabling advertising campaigns to compete in real time for placement across both direct and indirect-sold media.”
(i) PricewaterhouseCoopers Entertainment & Media Outlook 2013-2017
(ii) eMarketer, October 2014