the Rubicon Project, the Internet advertising infrastructure company,
issues a manifesto, Principles of a REVVolution – the ad server is
dead, that takes direct aim at the current leaders in the ad
server technology market, and details plans for the company’s new
publisher-centric digital advertising technology and data platform,
engineered exclusively to empower publishers to monetize content and
data across all digital media, in every geographic region where their
audiences consume media, and at every tier of inventory, from premium
inventory to inventory that goes unsold.
“The balance in the marketplace today favors the demand-side, which has
lead to significant price erosion for publishers; this erosion threatens
the sustainability of the ad-supported digital publishing business. Ad
serving technologies currently available to publishers of high-quality
digital content are outdated, making it extremely difficult to
effectively manage today’s sales organizations,” said Frank Addante, CEO
and Founder of the Rubicon Project. “Working with companies whose real
goal is to access more inventory on behalf of their own advertisers
isn’t in the best interest of, and may even be dangerous for,
publishers. Revising that legacy technology, upgrading it, and tacking
on bells and whistles isn’t enough; publishers need technology designed
specifically to meet their needs.”
Today at the PaidContent conference in New York, the Rubicon Project
will reveal plans to expand its platform in 2010 to offer not only
additional ad serving, forecasting, and campaign management
functionality across both premium guaranteed and non-guaranteed media
sales, but also technology for:
automated demand access;
self-service advertising sales;
centralized publisher data platform;
pricing intelligence & controls;
yield management;
channel management;
brand, ad quality and malware protection;
all of the above across all digital media formats – Web as well as
mobile, video, email and emerging devices
the Rubicon Project has retained Allen & Company as its financial
advisor to support the company’s goals. Allen & Company will work with
the company, among other matters, to explore options for ongoing
business growth initiatives including additional strategic acquisitions,
platform expansion and continued international growth.
“It is an honor to work with Allen & Company, and to have their support
as we move toward providing the industry with a complete,
publisher-centric technology platform that satisfies our customers and
their demand partners,” said Addante.
the Rubicon Project is uniquely positioned to deliver this
publisher-centric platform as its team’s experience, history of
innovation on behalf of publishers, and massive scale, built on
technology that provides safe and efficient infrastructure for the
entire advertising ecosystem, ensures it delivers the right choice for
publishers. The company, which has raised more than $42 million in
funding to date, announced year over year growth of 270% at the end of
2009, and is consistently ranked as one of the top two digital platforms
in overall user reach. After pioneering ad network optimization in 2007,
the company launched its REVV for publishers™ platform in 2009,
combining technology, tools, access and integration to deliver a
complete yield management optimization solution to premium Web
publishers. 2009 also marked the company’s first acquisition, of data
technology company Others Online, and global expansion into markets on
five continents.
To affirm its commitment to publishers,the Rubicon Project has
released a manifesto which outlines the company’s core beliefs and
guiding principles as they work to achieve the goal of innovating
digital advertising and data technology for publishers, to keep digital
media free for consumers, and to help content flourish. To read and
respond to the manifesto, Principles of a REVVolution, visit http://rubiconproject.com/manifesto.
About the Rubicon Project
Headquartered in Los Angeles, the Rubicon Project launched in 2007 with
a mission to automate the $65 billion global online advertising
industry. The company’s Yield Management Optimization platform, REVV for
Publishers™, is engineered to accelerate revenue for premium Web
publishers. Backed by $42 million in funding from Clearstone Venture
Partners, Mayfield Fund, IDG Ventures and GE/NBC Universal’s Peacock
Equity Fund, the Rubicon Project serves premium publishers like NBC
Universal, Gannett and CareerBuilder; optimizing more than 45 billion
ads each month and reaching more than 500 million unique Internet users.
the Rubicon Project also helps ad sales channels around the world gain
access to precise audience-segmented inventory, at broad scale.
the Rubicon Project
Devan Fearman, 310-207-0272
press@rubiconproject.com