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Rubicon Project and Merkle Pioneer Automated High Impact Page Takeover Capability
|By Business Wire
|June 27, 2014 02:48 PM EDT
Project (NYSE: RUBI), which operates one of the industry’s largest
independent real-time trading platforms for the buying and selling of
advertising, and Merkle, a leading technology enabled, data-driven
customer relationship marketing (CRM) firm, today unveiled a
ground-breaking capability for buyers and sellers of advertising to
engage digital consumers in a pioneering way.
While guaranteed-sold takeovers have been a trusted and powerful way for
publishers to provide access to 100% share-of-voice to premium
advertiser brands, they are expensive and often serve the same ad to
every viewer. For the first time through automated private exchange
technology, advertisers will be able to run campaigns that achieve a
100% share-of-voice on any given page. Through automated private
exchange buying across all available inventory on a publisher’s site,
along with data-driven ad placement, a brand will now be able to reach
its desired audience in a powerful and more effective new way. And with
Rubicon Project’s Advertising Automation Cloud, this reach will achieve
Rubicon Project’s Advertising Automation Cloud together with Merkle’s
suite of marketing technology tools is already being utilized by select
premium brand advertisers and publishers looking to improve the efficacy
of the buying and selling of advertising through data-driven automation.
“This type of functionality will provide us with the quality and control
we require to reach consumers in the bold and innovative ways that our
customers expect from a premium brand name like ours,” said Melissa
Grady, VP eBusiness, MetLife. “The ability to scale our ad campaigns
with unprecedented reach of publishers in brand safe environments is
essential. I’m excited that this cutting-edge approach can help us
create brand presence in a cost effective and unique way.”
“With this capability we are able to offer advertisers through automated
technology a powerful new way for them to reach their audience with all
the impact of traditional display advertising,” said Julie Hansen, COO &
President, Business Insider. “The combination of branding media and
automated technology is an exciting advancement.”
“Providing ‘100%’ share-of-voice through full-page takeovers is one of
the last obstacles that advertising automation has yet to facilitate
until now,” said Megan Pagliuca, General Manager and Vice President of
Digital Media at Merkle. “Working together with Rubicon Project, and on
behalf of some of the top premium brands we work with, we have been able
to offer automated full-page takeovers to allow advertisers to reach and
engage their audience in a bold and dramatic new way.”
“Automation is providing more and better solutions for premium
advertisers, publishers and applications, as evidenced by full-page
takeover capabilities that add a powerful new layer to the way that
technology is utilized,” said Anthony Katsur, Senior Vice President,
Business Operations, Rubicon Project. “This is another example of
Rubicon Project’s commitment to deliver innovations that increase the
value of transactions for both buyers and sellers.”
With specially engineered hardware to enable low latency trading,
Rubicon Project’s Advertising Automation Cloud currently processes 2.5
million queries per second and trillions of bid requests each month on
behalf of the hundreds of premium publishers and applications and tens
of thousands of advertiser brands who rely on the Advertising Automation
Cloud to buy and sell advertising inventory.
Buying and selling full-page takeovers through automation will be
offered to all of Rubicon Project’s buyers and sellers.
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
Merkle, a technology enabled, data driven customer relationship
marketing (CRM) firm, is the nation’s largest privately-held agency. For
more than 25 years, Fortune 1000 companies and leading nonprofit
organizations have partnered with Merkle to maximize the value of their
customer portfolios. By combining a complete range of marketing,
technical, analytical and creative disciplines, Merkle works with
clients to design, execute and evaluate connected CRM programs. With
more than 2,100 employees, the privately held corporation is
headquartered in Columbia, Maryland with additional offices in Boston;
Chicago; Denver; Little Rock; London; Minneapolis; Montvale, NJ;
Nanjing; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown,
MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle
or visit www.merkleinc.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140627005765/en/
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