Founded in 2007, Rubicon Project is one of the world’s largest advertising exchanges. The company helps websites and apps thrive by giving them tools and expertise to sell ads easily and safely. In addition, the world’s leading agencies and brands rely on Rubicon Project’s technology to execute tens of billions of advertising transactions each month. Rubicon Project is an independent, publicly traded company (NYSE:RUBI) headquartered in Los Angeles, California.
People love watching video content on their devices almost as much as marketers love to show video ads to those same people. Viewing habits, however, are changing. On the one hand, people may binge for hours on their favorite shows; on the other hand, they are looking for quick-hit content in video format. This shorter form video needs a complementary ad format. I sat down with John Peragine (pictured), Senior Vice President and Global Head of Video for Rubicon Project, to talk about six-second video ads.
Transacting on digital advertising through programmatic channels continues to grow more complex. Many companies are exploring machine learning and more sophisticated algorithms to try to power through all the data required to understand which impressions to buy and at what price. There’s another strategy, however, that more buyers are adopting that may have a significant impact on the ad tech industry as a whole. I sat down with Adam Soroca (pictured above), Head of the Global Buyer Team at Rubicon Project, to understand what Supply-Path Optimization is and why it’s so important.
Let's face it. Even if you're knee deep in the world of programmatic advertising, the exponential rate of change in ad tech can confuse the lay-marketer, and even the most advanced practitioner. From the outside, programmatic may seem the definition of an automated process. The truth is there are many parties hungry for insights, best practices, and innovation that go far beyond the nuts and bolts of the technology.