Launch of Argentina and Hungary Advertising Co-Ops Expands Rubicon
Project Leadership Role as The Exclusive Publisher Co-operative
Marketplace Serving More Than 290 Premium Publishers Globally
LOS ANGELES & LONDON--(BUSINESS WIRE)--
Rubicon Project (NYSE: RUBI), a global technology company powering the
only independent advertising solution to automate the entire digital
advertising ecosystem, has announced the launch of the first publisher
co-operative to be established outside of Europe on its platform,
signaling a global trend of publishers coming together to combine
programmatic inventory and data in an effort to achieve greater scale,
efficiencies and competitive advantage.
RPA (Real Premium Audiences) Media Place is being launched in Argentina,
offering access to the premium inventory of the biggest media owners
including Infobae, La Nación, Perfil, Telefé and Grupo Clarin, the
largest media conglomerate in the country. RPA Media Place will provide
buyers with an exclusive, deduplicated audience that reaches 93.6% of
the browsers of the digital market, according to comScore.
Also launching is the Hungarian publisher co-operative HOPPex, made up
of three of Hungary’s biggest premium media companies – CEMP, Central
Médiacsoport and Origo. The three media owners’ combined clout ensures a
strong presence in the region, amassing 1.1 billion monthly impressions
and an estimated 90% reach. The launch of HOPPex aims to increase
adoption and education of automation in the Hungarian advertising
industry, while ensuring Hungarian publishers are better able to compete
with larger digital competitors.
“The underlying concept of the co-operative model is that the whole is
greater than the sum of its parts, and that by banding together within
the Rubicon Project technology platform - the largest independent
advertising marketplace in the world - media owners are able to continue
to grow programmatic revenues and compete more effectively with digital
giants both in terms of national reach and data,” said Jay Stevens, GM
of International for Rubicon Project. “The establishment of a
co-operative in Argentina is a clear signal that markets outside Europe
understand that in order to effectively compete in certain markets
against the hyper-efficient models of search and social, they must unite
together. By leveraging the various benefits of the co-operative model,
these alliances are able to create a programmatic ‘must buy’, rich with
data and in a safe, well-lit environment, adjacent to premium editorial
content.”
The formation of RPA Media Place and HOPPex follows Rubicon Project’s
exclusive technology partnership enabling the establishment of 5
publisher co-operatives across Europe in France, Denmark, the Czech
Republic, Italy and Greece. It also comes following the launch of the
global publisher co-operative The Pangaea Alliance, whose members
include The Guardian, CNN, Reuters, Financial Times and The Economist to
reach over 110 million users worldwide. The growth of co-ops, first in
Europe, and now worldwide starting with Argentina, demonstrates that
this is becoming an increasingly global trend. Publishers around the
world are seeing the rise in automated trading in their markets and are
looking to capitalize on the greater trading efficiencies and ensure a
competitive advantage against larger scale digital competitors.
The alliance model allows for significant improvements in reach and
scale, in data collection and aggregation and in the automation required
to open their inventory to tens of thousands of advertisers. For
example, La Place Media in France has nearly doubled in size since its
inception, with more than 250 publishers now on board. It reaches 30
million unique users monthly and has enjoyed a 70% increase in eCPMs in
its 2nd year. Czech co-operative CPEx has seen similar success by
bringing publishers together: accruing 1.7 billion monthly impressions
and experiencing a 500% increase on private marketplace revenue
year-on-year.
To reflect this growing trend, to help educate the market on this
increasingly important area and to highlight some of the top successes
so far, Rubicon Project has produced an infographic and accompanying
report called ‘Reaching Critical Mass with Publisher Co-operatives’
which are both available to download at www.content.rubiconproject.com/co-ops2015.
About Rubicon Project
Rubicon Project (NYSE: RUBI) has engineered the Advertising Automation
Cloud, one of the largest real-time cloud and Big Data computing
systems. The Company's mission is to automate the buying and selling of
advertising by offering innovative products to connect buyers and
sellers globally.
www.RubiconProject.com
@RubiconProject
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View source version on businesswire.com: http://www.businesswire.com/news/home/20150916005525/en/
Source: Rubicon Project
