Rubicon Project, which operates one of the largest advertising marketplaces in the world, and Cadreon, IPG Mediabrands’ ad tech unit, have announced a global partnership to support Programmatic Direct buying.
As the preferred method of transaction shifts to programmatic buying during this year’s Programmatic Upfront, Cadreon will employ Rubicon Project’s Guaranteed Orders platform, the industry’s leading full-stack direct order automation solution, to power the reservation of direct inventory across desktop, mobile, and video advertising.
The new joint platform will help Cadreon manage the centralisation of these commitments by providing greater speed, efficiency, and scale to its buyers’ workflow.
Beyond the Programmatic Upfront, Cadreon intends to utilize insights gathered across its network of always-on deals, powered by Rubicon Project’s private marketplace (PMP) solution, to help inform when and where to place Guaranteed Orders.
This data-informed approach to buying strengthens IPG Mediabrands’ commitment to automating its media buying processes through more strategic partnerships with publishers. Moving spend off the open exchange and into PMP and Guaranteed Orders provides increased value, efficiency and transparency for buyers looking to reach consumers across every major form of digital ad unit, device and platform globally.
“IPG Mediabrands has long been committed to providing full transparency to both clients and key media partners in a programmatic environment, and so it is only logical that we use the knowledge and information gained in the PMP market to help inform our clients’ guaranteed orders,” said Jon Mansell, VP of marketplace innovation at Magna Global, IPG Mediabrands’ centralised team dedicated to developing innovative media solutions.
“As the ad industry consolidates, the need to make even more data-informed programmatic guarantees will increase. This means migrating off the open exchange and into more strategic partnerships with publishers. We’re excited to be partnering with Rubicon Project as our business moves into an even more data-informed version of reserved buying.”
A core component of the partnership will be the ability for Cadreon to provide brands with deep insights and data analysis from Rubicon Project’s premium marketplace to inform buying strategies.
“Utilising analytics coming out of our always-on PMP partners helps us to identify Guaranteed Orders that will align to our performance goals. Booking orders with this data-driven approach saves us time and saves our clients’ money,” added Mike Miller, VP of campaign management at Cadreon.
Rick Mulia, MD Japan and Asia Pacific for Rubicon Project said, “We are excited about this new partnership with Cadreon; a significant player in the Australian digital ad market. This partnership allows Cadreon to gain efficiencies from utilising Rubicon’s Guaranteed Orders platform and insights by mining the data from their PMP deal performance. We look forward to rolling out this partnership in Australia and other APAC markets.”
“We are thrilled to be expanding our long-time relationship with IPG Mediabrands through our new collaboration with Cadreon to bring the power and efficiency of automated guaranteed buying to their brand buyers,” commented Erik Hovanec, head of buyer cloud, Rubicon Project.
“This partnership furthers Rubicon Project’s mission to bring an end-to-end buying solution to the world’s largest agencies and brands as we bring better targeting and greater transparency to the market.”