LONDON — Rubicon Project, an ad automation platform, has inked new deals in the past three months with major publishers including News Corp., Viacom and Turner to handle global private exchanges for them, says Oliver Whitten, VP and Commercial Director for Rubicon in an interview with Beet.TV. “We are seeing premium sellers embrace the technology across mobile, desktop and multiple formats,” he says.
Under the recently announced Turner agreement, as an example, the Turner Premium Xchange will offer programmatic options to “trusted partners” across the Turner portfolio of sites, powered by Rubicon. The deals with these media partners underscore the boom in real-time buying as well as how much it has shifted from a way to monetize unsold inventory to a key advertising strategy.
“We have seen a meteoric rise in programmatic buying. [On an international basis] it started in the UK and rapidly expanded to France, Germany, Italy and other markets,” he tells us, adding that each market will often rely on a different mix of tactics and inventory. Each market also has its own compliance requirements that marketers and technologists need to follow.
Rubicon executive Jay Sears has said he expects automation to become the norm in the buying and selling of ads, according to this AdWeek article.