Rubicon Project Debuts FastLane Header Bidding Solution for
Desktop, Mobile and In-App Content Creators - Publishers Experience
Triple Digital Growth In CPMs
LOS ANGELES--(BUSINESS WIRE)--
Rubicon Project (NYSE: RUBI) today announced that the next generation of
its header bidding feature, FastLane, has gone to market following
triple-digit CPM rate increases seen by initial users on the desktop
platform during its beta launch this fall. Building on this success,
FastLane has entered beta testing for in-app advertising, marking the
industry’s first and only header bidding solution available for both
in-app mobile and desktop inventory covering the entire ecosystem.
Rubicon Project first innovated header tags with the release of its Real
Time Pricing feature in 2012 and announced its next iteration in
October, FastLane. Desktop publishers have experienced CPM rates
increase of up to 300% versus standard tag implementation. More than a
third of the US comScore top 50 publishers have selected to integrate
the FastLane header tag and the company expects substantially all of its
top desktop and mobile publishers to be live on FastLane in early 2016.
“Premium publishers and the top mobile app developers have struggled to
achieve the robust pricing that desktop inventory commands, even in the
highly-curated inventory packages they offer in mobile private
marketplaces,” said Joe Prusz, Head of Mobile, Rubicon Project. “As the
only header bidding solution in the market today for both desktop and in
app inventory, FastLane for Mobile Apps empowers publishers and app
developers with the pricing intelligence they need to command premium
pricing for their mobile audiences -- increasing fill rates and spurring
the growth of mobile CPMs -- across both open auction and mobile private
marketplaces.”
“Publishers and mobile app developers alike are constantly looking for
ways to improve the campaign performance for their marketers and
maximize their ad inventory – with FastLane they are provided a simple,
automated management solution that increases managed revenue and CPM
rates,” said Kaylie Smith, Head of Seller Cloud, Rubicon Project. “We
have been in the header bidding game for quite some time, blazing a
trail with the industry’s first header bidding solution in 2012, which
is why we are so excited to announce this completely new and
reinvigorated iteration. FastLane is truly the future of header bidding,
representing an efficient and effective way to allow demand to compete
to bring the highest value while delivering the best ad experience for
the consumer.”
Header bidding enables publishers to unify the auction for each
impression they show. Today, the ad serving waterfall breaks the auction
down into multiple mini-auctions, leaving potential revenue on the
table. Rubicon Project’s FastLane Header Bidding solution is a
significant step forward in a planned series of evolutionary innovations
to provide publishers a unified solution for holistic yield management,
allowing publishers to efficiently manage all of their partners, and
maximize the value of their audiences while helping buyers identify and
engage the same person across multiple devices.
About Rubicon Project
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
advertising. Rubicon Project pioneered advertising automation technology
to enable the world’s leading brands, content creators and application
developers to trade and protect trillions of advertising requests each
month and to improve the advertising experiences of consumers. Rubicon
Project is a publicly traded company (NYSE: RUBI) headquartered in Los
Angeles, California.
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Source: Rubicon Project
