Mobile World Congress — Rubicon Project (NYSE: RUBI), a global technology company founded with a mission to automate the buying and selling of advertising, today launched its Mobile Native Ad Server. Armed with this technology, premium publishers and app developers can increase revenue by delivering direct-sold and in-house native advertising campaigns alongside their indirect deals.
“We are thrilled to be working with Rubicon Project to provide app developers around the world with a complete end-to-end supply-side solution for in-app native advertising,” said Anne Frisbie, Vice President and General Manager, Global Alliances, InMobi. “This will accelerate the adoption of native ads by premium publishers and thereby improve the consumer experience of mobile advertising overall.”
Rubicon Project’s Mobile Native Ad Server makes its debut in sync with the new OpenRTB 2.3 specification for Native ads, which was co-authored by Dr. Neal Richter, Chief Scientist of Rubicon Project. This spec. enables sellers to programmatically deliver native campaigns, reaching consumers at scale with more engaging brand content that is seamlessly integrated into their in-app user experience.
“The OpenRTB Spec makes it easy for brands to get involved in native advertising,” said Greg Woock, Co-Founder & CEO, Pinger. “Developers can combine creative native units with their apps’ unique attributes to create more compelling experiences for consumers.”
“For many campaigns, we have seen mobile native programmatic ads increase performance by a factor or two to five,” added Emily Del Greco, Vice President of Sales at Adelphic. “Native ads capitalize on the limited real estate of mobile. Bringing more of this inventory into the market greatly benefits brands and publishers.”
“We’re marrying the efficiency and targeting of automation with the engagement and performance of native formats – a win for buyers, sellers and consumers alike,” said Joe Prusz, Head of Mobile, Rubicon Project. “Combined with our Orders platform for Guaranteed and Non-Guaranteed deals, we’re giving buyers the easy button for Mobile.”
About Rubicon Project
Rubicon Project (NYSE: RUBI) has engineered the Advertising Automation Cloud, one of the largest real-time cloud and Big Data computing systems. The Company’s mission is to automate the buying and selling of advertising by offering innovative products to connect buyers and sellers globally. www.RubiconProject.com @RubiconProject
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InMobi is the world’s most powerful mobile advertising platform enabling brands, developers, and publishers to engage mobile consumers globally. Recognized by MIT Technology Review as one of the 50 Most Disruptive Companies, InMobi reaches over 1 billion mobile uniques across 200 countries.