Los Angeles-based digital advertising company The Rubicon Project this morning announced that it has acquired SiteScout, a four-year-old security technology company based in Seattle.
SiteScout essentially helps online publishers protect their Web sites from malicious advertising (malvertising), and The Rubicon Project can use their technology to ramp up the security layer of its REVV for publishers platform.
A purchase price was not disclosed. → Read More
Digital advertising company Rubicon Project has landed a pair of Internet marketing vets in an effort to broaden its management team with experienced executives.
The LA-based company has hired Ben Trenda, formerly VP of Global Partnerships at AOL, as Vice President of U.S. Demand and Eric Matza, former Vice President of Product Management at Experian, as Director of Product Marketing. → Read More
Digital advertising infrastructure company the Rubicon Project today at the PaidContent 2010 conference has outlined its corporate strategy going forward. Essentially, the company is declaring that you’ll soon be able to stick a fork in the ad server, and to underline its vision it has published a fairly interesting manifesto on its website that’s well worth a read if you have a vested interest in the Internet advertising marketplace.
The company also announced that it has tapped Allen & Company as its financial advisor to support the company’s goals, which it says will include strategic acquisitions, platform expansion and other paths to accelerated international growth. → Read More
Advertising has gotten a lot more complicated since the early days of the internet. There are hundreds of ad networks out there. With targeting being the name of the game, efficiently allocating your ad space to visitors is nearly impossible. In response, automated ad optimization engines have started up to help manage these advertising complexities. Using one seems like a no-brainer for publishers concerned about making the most of their advertising. Advertising rates change too quickly over time and the complexity of serving the right ads to your different demographics is simply too hard to handle by hand, particularly on websites with large footprints. There are several engines out there already, including YieldBuild and The Rubicon Project. Now TechCrunch 40 finalist Pubmatic is hosting a contest to draw more publishers to their platform. Every month, the two publishers who see the greatest gains using Pubmatic will receive thousands in free advertising on top “web 2.0 web sites” (i.e. blogs). The amount is still unknown because they are still finalizing the sites they are advertising on. You can sign up for the program here. PubMatic’s ad optimization engine is similar to YieldBuild and the Rubicon project. Unlike these earlier two, Pubmatic is actually live with 1,300 sites and open to anyone else. The engine serves as a meta ad server that serves the highest revenue ad network for each visitor given the time, geographic, demographic, and layout aspects of your site. It currently supports ad networks like Google AdSense, Yahoo Publisher Network and Value Click. They also provide them with a central dashboard to track all their ad networks and ad configurations. Below you’ll find more information from their TechCrunch 40 video. Pubmatic has already picked the November winners WinCustomize and BikerOrNot, which they claim have seen over 100% increases in their ad revenue since using PubMatic. YeildBuild and The Rubicon Project have boasted similar increases for their publishers. To a degree, it all just depends on how poorly monetized your site was to start. However, Pubmatic is looking for sensible successes from fairly well trafficked sites and will double check your previous monetization metrics to ensure the increase in revenue is real. CrunchBase Information PubMatic Rubicon Project YieldBuild Information provided by CrunchBase → Read More
