Publisher Co-operatives: A Global Digital Advertising Trend

by Harry Patz, Chief Revenue Officer, Rubicon Project

It’s been more than 4 years since France’s largest media owners formed a ‘publisher co-operative’ known as La Place Media – the underlying notion being that the whole is greater than the sum of its parts.

The Internet has served to democratise many industries, but there’s still work to be done when it comes to digital advertising. By banding together to form such an alliance and by embracing the benefits of technology, individual media owners are able to grow their respective revenues and compete more effectively for advertising budgets with the world’s largest digital media owners, both in terms of national reach and data.

Since then, this innovative concept has recently snowballed in a truly global sense, with publisher co-ops launching in all corners of the world. Last year we saw 5 co-ops go live on our platform, and in 2016 we’ve already seen 4 more co-ops join them – namely Nucleus in the US, 1XL in the UK, DELTA Publisher Alliance in Japan and AdJoin in South Africa.

We have been there every step of the way, as the co-operative has evolved from a budding French initiative into a worldwide digital advertising phenomenon; and with 13 co-ops under our belt, it’s one that we are extremely proud to be at the helm of.

2016 marks a watershed moment where these premium co-operatives have hit critical mass worldwide, and this report will delve into what’s driving this success.

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