Four ways the Exchange API helps our partners elevate their businesses
March 28, 2016 / by Jay Sears, SVP Marketplace Development at Rubicon Project
Rubicon Project’s Exchange API solution enables our partners – media companies, proprietary ad serving technologies, and app developers – to create a unified auction between all their demand sources, enabling them to get the highest yield for every impression. The technology is especially important now that sellers have begun to view exchange software as providing a way for them to transact premium deals with digital advertising buyers.
One of the most compelling benefits of Rubicon Project’s Exchange API (xAPI) is that it enables these companies, whose core focus is something other than advertising automation, to leverage our mature, established technology for achieving this unification of direct and open auction advertising demand. This type of integration lets them focus on their areas of specialization, on building better products for their end consumers, and on creating better overall business outcomes for themselves, all without having to take on a wholly new set of core competencies associated with building an exchange.
But what exactly are those “better business outcomes”? Here are a few ways our partners have scaled possibilities for their own technologies using Rubicon Project’s xAPI.
1. Increasing CPMs and overall revenue
Exchange API maximizes revenue by providing our partners a mechanism to allow direct and programmatic demand to compete in a unified auction for very impression. The Exchange API makes this possible for our partners by facilitating true competition among all types of demand sources including direct campaigns, automated private marketplaces, and open marketplace bids.
2. Increasing volume and overall business scalability
By instantly bringing display, mobile, video and native demand to the table, xAPI integrations have also enabled our partners to access more impressions and thus adequately acquire and service a wider client base, all without the risks to infrastructure and overhead of scaling too quickly. InMobi, which was Rubicon Project’s first xAPI partner, was able to leverage this integration in order to jumpstart demand for their broad base of in-app mobile inventory.
At the end of the day, buyers are seeking exposure to high-value audiences. By opening up consideration to buyers on the exchange, sellers can provide those buyers with the coveted audiences that they’re willing to pay for at scale.
3. Offer greater variety of products and solutions to core clientele
In addition to increasing the scope of our partners’ businesses in terms of pure reach, xAPI integrations have also enabled our partners to offer a better variety of solutions that meet their end customers’ objectives. Having access to a deep well of demand enables companies to remix it into a broad array of solutions, depending on what their clients most want to see and how they need their solutions packaged. Partner Adhese, an independent adserver based in Belgium, has touted their ability to “increase our offering for new customers; providing a connection to optimize their mix of direct and RTB” via their xAPI integration.
4. Giving digital advertising buyers a chance to compete for high-value audiences
The Exchange API’s benefits aren’t just limited to sellers. From the buyer point of view, xAPI allows all sources of demand to see a publisher’s entire audience. This gives digital advertising buyers, from both direct and indirect sources, the opportunity to compete for every impression from every user.
What’s more, server-to-server integrations of this type also provide go-forward extensibility to partner technologies. As our platform expands to address more formats and devices, those same partners will be able to almost instantly take advantage of those innovations without any major development on their part.
To learn more about our Rubicon Project’s Exchange API, visit content.rubiconproject.com/xapi.