Welcome!

News Feed Item

Rubicon Project Unveils 49bc, A New Innovation for Direct Order Automation

Rubicon Project (NYSE: RUBI), which operates one of the industry’s largest independent real-time trading platforms for the buying and selling of advertising, has unveiled 49bc, a new direct order automation platform. 49bc is now available in private beta, starting with mobile advertising. 49bc, which will be showcased this week at Internet Week New York, will provide buyers and sellers with one seamless interface that brings packaging, discovery, negotiation, execution and insights into a single unified platform.

“Despite all of the innovation that has taken place within advertising, we are still managing most of our direct guaranteed buys manually,” says Megan Pagliuca, General Manager and Vice President of Digital Media at Merkle. “With the launch of 49bc, we will be able to automate the guaranteed direct buying process as well as enhance our media planning process with the discovery capability. I look forward to seeing how 49bc streamlines the process end-to-end from campaign creation to ad delivery to actionable insights.”

“Rubicon Project gets strong scores for its ability to facilitate alternative buying methods such as private exchange and programmatic premium1,” wrote Susan Bidel, Analyst at Forrester Research in a recent report. “A buyer we spoke to said it best: ‘The biggest thing for me is how do I automate my buys to create the optimized mix of spend across channels?’ And another echoed the sentiment: ‘If I had my way, I’d have everything in a platform and look at it all in the same way. There’s a huge benefit to being able to look at it all.’… Just the task of manually processing direct orders takes hours and hours of time. Automating those kinds of imperative but not skill-dependent tasks will give salespeople more time to handle the high-touch relationship-building, which is not only what they’re best at, but also what drives the most revenue2.”

49bc will accommodate automated guaranteed orders from initiation to execution, allowing publishers and application developers to provide access to their inventory within controlled environments, and streamlining the processes required for buyers to deploy advertising campaigns. The innovative user interface will introduce the following key capabilities and functionalities:

  • Packaging. Sellers will be able to list premium guaranteed inventory packages, remain in control of all their business rules, and respond to RFPs.
  • Discovery. Buyers will then be able to search, follow and find with ease and accuracy publisher and application inventory packages by platform, format, placement and audience.
  • Negotiation. Buyers and sellers will be able to negotiate pricing, volume and targeting within the 49bc interface while reducing reliance upon phone, email and spreadsheets inherent in today’s fragmented traditional media buying and selling process.
  • Execution. Creatives, tags, tracking and reporting functionality will be automated via the user interface, enabling seamless deployment of individual or groups of campaigns.
  • Insights. Full reporting functionality will be built into the platform to enable actual insights for both buyers and sellers.

“Buyers and sellers of advertising have largely relied on manual processes to manage premium direct orders,” said Josh Wexler, Head of Buyer Cloud at Rubicon Project. “With 49bc we will be seeking to replace those disparate and cumbersome systems with a single platform which moves the industry closer to our vision of automating the buying and selling of advertising.”

49bc is currently available in private beta for mobile inventory. Rubicon Project will be presenting 49bc during Internet Week New York activities. See here for a full list of events and activities.

About Rubicon Project

Rubicon Project pioneered advertising automation and its technology platform is used by hundreds of the world’s premium publishers and applications to connect with more than 100,000 brands globally since inception. A company driven by innovation, Rubicon Project has engineered the Advertising Automation Cloud, one of the largest real-time cloud and Big Data computing systems, processing trillions of transactions within milliseconds each month. According to comScore April 2014, Rubicon Project reaches 97 percent of U.S. Internet users per month.

Headquartered in Los Angeles, Rubicon Project has offices worldwide. Learn more at RubiconProject.com. Twitter: @RubiconProject.

1 Forrester Research, Inc., The Forrester Wave™: Sell-Side Platforms And Exchanges For Publishers, Q2 2014.

2 Selling Mobile: It’s About The Industry, Not Just The Inventory, an April 2013 commissioned study conducted by Forrester Consulting on behalf of Rubicon Project.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...
Akana has announced the availability of version 8 of its API Management solution. The Akana Platform provides an end-to-end API Management solution for designing, implementing, securing, managing, monitoring, and publishing APIs. It is available as a SaaS platform, on-premises, and as a hybrid deployment. Version 8 introduces a lot of new functionality, all aimed at offering customers the richest API Management capabilities in a way that is easier than ever for API and app developers to use.
SYS-CON Events announced today that Isomorphic Software will exhibit at DevOps Summit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Isomorphic Software provides the SmartClient HTML5/AJAX platform, the most advanced technology for building rich, cutting-edge enterprise web applications for desktop and mobile. SmartClient combines the productivity and performance of traditional desktop software with the simp...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
With over 720 million Internet users and 40–50% CAGR, the Chinese Cloud Computing market has been booming. When talking about cloud computing, what are the Chinese users of cloud thinking about? What is the most powerful force that can push them to make the buying decision? How to tap into them? In his session at 18th Cloud Expo, Yu Hao, CEO and co-founder of SpeedyCloud, answered these questions and discussed the results of SpeedyCloud’s survey.
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...