Today, we are pleased to announce that Rubicon Project will be working together with Google as a pilot launch partner for DoubleClick’s Exchange Bidding project which, when completed, should enable publishers to leverage Rubicon Project’s platform to market inventory through a real time integration into DoubleClick for Publishers (DFP). During the pilot program, Google’s DFP will send real-time callouts to Rubicon Project’s platform (via Exchange API) which will process the responses within DFP’s Dynamic Allocation mechanism. This integration will allow partners, media companies, proprietary ad serving technologies, and mobile app developers the ability to create a unified auction between all of their demand sources.
Our participation in this program with Google aligns with our philosophy of building holistic yield technology and empowers sellers to establish their own preferred advertising operations. Our goal has always been to create a fair marketplace that maximizes the value of the audience that a seller brings to market via a unified auction with maximal demand. Our participation in the DFP pilot program is intended to advance this technology commitment in several key ways.
First, it is our expectation that this program will enable publishers to activate Rubicon Project’s technology natively within the DFP platform participating directly into Google’s Dynamic Allocation decisioning algorithm. Second, a rich integration should allow new opportunities for publishers to test the potential benefits of migrating away from the current antiquated waterfall-based cascade of ad tags that may slow the web page performance and interrupt the user experience. These two points can help publishers to improve web page performance while simultaneously increasing yield.
The integration with DoubleClick’s Exchange Bidding program complements our ongoing Open Platform initiative, which provides a suite of APIs supporting the efforts of both buyers and sellers to leverage our technology to determine how best to transact within the programmatic ecosystem. It encompasses both real-time access and offline management of inventory and audience segments, order negotiation and workflow, as well as analytics and reporting data downloads.
Today’s announcement builds upon our suite of Open Platform APIs and our industry leading FastLane header bidding solution — the only header bidding solution for both desktop and in app inventory. FastLane empowers publishers and app developers with the pricing intelligence they need to command premium pricing for their audiences — increasing programmatic fill rates and spurring the growth of CPMs (publishers have experienced CPM rate increases of up to 300% versus standard tag implementation, much of this due to the increased exposure of inventory) — across both open auction and mobile private marketplaces.
The Exchange API, the FastLane API, FastLane SDK, and our Orders API represent our open approach to the market. This approach enables our integrators to leverage Rubicon Project’s mature, established technology for achieving the long-term unification of direct and RTB based advertising by working to expose impressions to both buying protocols for higher yield to sellers and greater audience access for buyers.