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
"Storpool does only block-level storage so we do one thing extremely well. The growth in data is what drives the move to software-defined technologies in general and software-defined storage," explained Boyan Ivanov, CEO and co-founder at StorPool, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Sometimes I write a blog just to formulate and organize a point of view, and I think it’s time that I pull together the bounty of excellent information about Machine Learning. This is a topic with which business leaders must become comfortable, especially tomorrow’s business leaders (tip for my next semester University of San Francisco business students!). Machine learning is a key capability that will help organizations drive optimization and monetization opportunities, and there have been some...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
The question before companies today is not whether to become intelligent, it’s a question of how and how fast. The key is to adopt and deploy an intelligent application strategy while simultaneously preparing to scale that intelligence. In her session at 21st Cloud Expo, Sangeeta Chakraborty, Chief Customer Officer at Ayasdi, provided a tactical framework to become a truly intelligent enterprise, including how to identify the right applications for AI, how to build a Center of Excellence to oper...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, discussed how data centers of the future will be managed, how the p...
ChatOps is an emerging topic that has led to the wide availability of integrations between group chat and various other tools/platforms. Currently, HipChat is an extremely powerful collaboration platform due to the various ChatOps integrations that are available. However, DevOps automation can involve orchestration and complex workflows. In his session at @DevOpsSummit at 20th Cloud Expo, Himanshu Chhetri, CTO at Addteq, will cover practical examples and use cases such as self-provisioning infra...
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory? In her Day 2 Keynote at @DevOpsSummit at 21st Cloud Expo, Aruna Ravichandran, VP, DevOps Solutions Marketing, CA Technologies, was jo...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
Blockchain. A day doesn’t seem to go by without seeing articles and discussions about the technology. According to PwC executive Seamus Cushley, approximately $1.4B has been invested in blockchain just last year. In Gartner’s recent hype cycle for emerging technologies, blockchain is approaching the peak. It is considered by Gartner as one of the ‘Key platform-enabling technologies to track.’ While there is a lot of ‘hype vs reality’ discussions going on, there is no arguing that blockchain is b...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, discussed the b...
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
Is advanced scheduling in Kubernetes achievable?Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, answered these questions and demonstrated techniques for implementing advanced scheduling. For example, using spot instances and co...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
The use of containers by developers -- and now increasingly IT operators -- has grown from infatuation to deep and abiding love. But as with any long-term affair, the honeymoon soon leads to needing to live well together ... and maybe even getting some relationship help along the way. And so it goes with container orchestration and automation solutions, which are rapidly emerging as the means to maintain the bliss between rapid container adoption and broad container use among multiple cloud host...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.