Rubicon Project bolsters automation tech; acquires iSocket, Shiny Ads
Rubicon Project is expanding its direct order automation technology and consolidating the automated guaranteed market with the acquisitions of two privately held companies, iSocket and Shiny Ads.
The addition of iSocket and Shiny Ads provides technology solutions that automate the buying and selling of direct-sold, guaranteed deals – a segment of the direct orders market that is forecasted to surpass USD 8 billion in the US alone by 2016. Sometimes referred to as automated guaranteed, this method of buying, which is prevalent in the television market, allows sellers to set prices for guaranteed audience impressions and buyers to discover and buy those guaranteed audiences. Automated guaranteed direct orders deliver CPMs (cost per millions) that can be up to 10 times that of RTB (real time bidding), delivering greater revenue for sellers and greater access to premium inventory for buyers.
When combined with Rubicon Project’s existing direct orders technology in the automation of non-guaranteed inventory, these acquisitions further extend the company’s leadership position, allowing for the creation of the first and only ‘full-stack’ of integrated solutions for automating, streamlining, and managing the processes of direct buying and selling of guaranteed and non-guaranteed advertising. The market for direct orders is forecasted to surpass USD 60 billion worldwide in 2014.
“Automating guaranteed direct orders facilitates the buying and selling of the most premium, higher priced inventory directly between buyers and sellers, similar to how TV advertising is bought and sold today,” said Frank Addante, CEO, Founder and Chief Product Architect, Rubicon Project.
“Consolidating the guaranteed direct orders market with these acquisitions, combined with our existing direct order technology and scale, solidifies our market leadership in this rapidly growing segment,” concluded Mr Addante.
“The combination of Rubicon Project’s scale and iSocket’s innovative technology forms the first and only company in the market today to offer buyers the benefits of a fully integrated automated platform for guaranteed and non-guaranteed direct orders and represents a significant leap forward for the future of advertising automation,” said Richard Jalichandra, CEO, iSocket.
“This integration of world-class automation technologies, automated guaranteed engineering talent and self-serve tool capabilities positions Rubicon Project to successfully address all aspects of the premium marketplace,” added Roy Pereira, CEO, Shiny Ads.
