DigitasLBi, the global, digital marketing and technology agency, recently announced an alliance with the Rubicon Project, which will see agency bringing next-level programmatic premium buying to its brands. The Rubicon Project is the operator of one of the advertising industry's most comprehensive real-time trading platforms for the buying and selling of advertising, and when this platform is utilised in conjunction with Rubicon's 'Agency Marketplace' solution, they will be empowered to offer their brands not only preferential pricing, but first look at premium inventory. The Agency Marketplace solution is a feature recently launched by the Rubicon Project within their 'Buyer Cloud' platform, which gives agencies using it, access to powerful automation technology, allowing them to support reliable, world-class programmatic buying for their clients.
Rubicon Project president Gregory R. Raifman feels that DigitasLBi and the Rubicon Project share a commitment to “Cultivating the best premium opportunities for their clients.”
Baba Shetty, the chief strategy & media officer for DigitasLBi North America, believes the needs of the agency's clients are “Constantly changing as they search for better ways to reach audiences at every stage of the consumer journey." He feels that the alliance with the Rubicon Project will allow them to “Bring even greater value and efficiency to brands, helping them find the right consumer, quickly." Rubicon Project president Gregory R. Raifman is also pleased to share this alliance, and feels that the two companies share a commitment to “Cultivating the best premium opportunities for their clients.” He goes on to say that Rubicon “Developed the Agency Marketplace solution to help agencies optimise their advertising efforts,” and that he is “Thrilled to enter into this agreement with DigitasLBi," and agreement that expands upon the relationship that already exists between the Rubicon Project and DigitasLBi's sister Publicis Groupe agency, VivaKi.
An introduction to the Rubicon Project
The Rubicon Project also recently launched a global advertising exchange for Future PLC, the award-winning international media group responsible for major brands such as Total Film, PC Gamer and Tech Radar. The exchange will allow advertisers and their agencies to reach Future's eclectic global audience of over 50 million via the Rubicon Project's single automated advertising platform. The Advertising Automation Cloud operated by the Rubicon Project can process 2.5 million queries per second and trillions of bid requests each month, so is one of the most powerful platforms of its kind.
Gerson Barnett, Future's director of programmatic and 3rd party revenues is “Glad to be working with Rubicon Project to offer audience-based, data rich inventory to buyers.”
Gerson Barnett, Future's director of programmatic and 3rd party revenues, says that the deal puts them “At the forefront of digital advertising trading.” He says that the see automated advertising “As one of the most important trends facing media groups,” and he is “Glad to be working with Rubicon Project to offer audience-based, data rich inventory to premium buyers.” Jay Stevens, international general manager of the Rubicon Project, adds that Future is only the latest major media group after News Corp and Turner to join forces with them. He feels that Future's launch on their platform “Is another example of sellers taking increased control of their inventory, and organising their sales offering to maximise revenues, regardless of the location of their audiences.”
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who accidentally typed his own band name (Rubicava) at least thrice during this article.