Cadreon and Rubicon Project Partner to Power the Programmatic Upfront
As the preferred method of transaction shifts to programmatic buying during this year’s Programmatic Upfront, Cadreon will employ Rubicon Project’s Guaranteed Orders platform, the industry’s leading full-stack direct order automation solution, to power the reservation of direct inventory across desktop, mobile, and video advertising.
The new joint platform will help Cadreon manage the centralization of these commitments by providing greater speed, efficiency, and scale to its buyers’ workflow.
Beyond the Programmatic Upfront, Cadreon intends to utilize insights gathered across its network of always-on deals, powered by Rubicon Project’s private marketplace (PMP) solution, to help inform when and where to place Guaranteed Orders.
This data-informed approach to buying strengthens IPG Mediabrands’ commitment to automating its media buying processes through more strategic partnerships with publishers. Moving spend off the open exchange and into PMP and Guaranteed Orders provides increased value, efficiency and transparency for buyers looking to reach consumers across every major form of digital ad unit, device and platform globally.
“IPG Mediabrands has long been committed to providing full transparency
to both clients and key media partners in a programmatic environment,
and so it is only logical that we use the knowledge and information
gained in the PMP market to help inform our clients’ guaranteed orders,”
A core component of the partnership will be the ability for Cadreon to
provide brands with deep insights and data analysis from Rubicon
Project’s premium marketplace to inform buying strategies. “Utilizing
analytics coming out of our always-on PMP partners helps us to identify
Guaranteed Orders that will align to our performance goals. Booking
orders with this data-driven approach saves us time and saves our
clients’ money,” added
“We are thrilled to be expanding our long-time relationship with IPG
Mediabrands through our new collaboration with Cadreon to bring the
power and efficiency of automated guaranteed buying to their brand
About IPG Mediabrands
IPG Mediabrands was founded by
IPG Mediabrands is a new world agency group designed with dynamic
marketing at its core. Our speed, agility and data smarts ensure we
continue to create growth for many of the world’s biggest brands. IPG
Mediabrands’ network of agencies includes UM, Initiative,
Founded in 2007, Rubicon Project’s mission is to keep the Internet free
and open and fuel its growth by making it easy and safe to buy and sell