Mobile Direct Deal Automation Aims to Accelerate Buying and Selling of Premium Mobile Inventory at Scale

LOS ANGELES–(BUSINESS WIRE)–Rubicon Project (www.rubiconproject.com), which operates REVV, the advertising industry’s largest, fastest and easiest-to-use real-time trading platform for buying and selling digital ads, announces an industry-first mobile private marketplace solution through Connect. The latest Connect enhancements enable publishers and buyers to easily classify and discover premium mobile inventory by platform (phone or tablet) and mobile operating system (iOS, Android, Blackberry or Windows).

“The explosion of mobile users represents an enormous opportunity for advertisers and publishers alike”

“The explosion of mobile users represents an enormous opportunity for advertisers and publishers alike,” says Josh Wexler, General Manager Mobile, for Rubicon Project. “But buying and selling mobile advertising is often complex and challenging, particularly for premium advertising. Many publishers lack the resources to sell their premium mobile ad products directly, and many buyers are struggling to find quality mobile inventory at scale. Connect makes it simple for sellers to package premium inventory, easy for buyers to find it, and efficient for both parties to reach agreement and execute, thanks to its streamlined workflow.”

Clear Success in Automating Direct-Deal Negotiations

According to Rubicon Project, the number of active deals in Connect has doubled and live premium packages have increased 300% since January 2013.

Now the company intends to repeat this success with premium mobile inventory.

While publishers can create premium ad packages, the lack of cookies and targeting for mobile devices enables publishers to create the highly sought after mobile packages desired by buyers, especially when first-party data is featured.

Adds Wexler: “Combined with the power of Connect, which automates direct-deal negotiations and the deal set up in RTB, publishers and buyers can forge direct deals and create private marketplaces specifically for mobile inventory – an industry first. We’re confident that Connect will accelerate and streamline the process of buying and selling premium mobile inventory at scale.”

About Rubicon Project

Purchasing advertising has been a very complicated manual process for more than 100 years. But now Rubicon Project is automating advertising like NASDAQ did for stock trading, Sabre systems did for travel, and Amazon is doing for retail.

Rubicon Project’s automated advertising platform is used by over 500 of the world’s premium publishers to transact with more than 140,000 advertisers across a massive and immensely scalable marketplace.

And Rubicon Project’s customers include: eBay UK, Time, ABC News, the Wall Street Journal, Tribune Company, Virgin Media, People, Universal and legions of other Fortune 500 companies.

According to comScore, Rubicon Project reaches 97% of US Internet users per month and is ranked #1 in reach, meaning no company reaches more users.

[source: Businesswire.com]