Rubicon Project launches Industry First In-App Mobile Header Bidding Technology

Rubicon Project launches Industry First In-App Mobile Header Bidding Technology
SHARE
THIS



Rubicon Project has released the next generation of its header bidding feature, FastLane, following the success of its recent beta launch where initial users on the desktop platform enjoyed triple digit CPM rate increases.

FastLane has now entered beta testing for in-app advertising, making it the industry’s first and only header bidding solution available for both in-app mobile and desktop inventory.

More than a third of the US comScore top 50 publishers have selected to integrate the Fastlane header tag and the company expects substantially all of its top desktop and mobile publishers to be live on FastLane in early 2016.

Header bidding enables publishers to unify the auction for each impression they show. Today, the ad serving waterfall breaks the auction down into multiple mini-auctions, leaving potential revenue on the table.

Rubicon Project’s FastLane Header Bidding solution is a significant step forward in a planned series of evolutionary innovations to provide publishers a unified solution for holistic yield management, allowing publishers to efficiently manage all of their partners, and maximize the value of their audiences while helping buyers identify and engage the same person across multiple devices.

Rubicon Project first developed header tags with the release of its Real Time Pricing feature in 2012 and announced its next iteration (FastLane) in October 2015. Desktop publishers have experienced CPM rates increase using FastLane of up to 300 per cent versus standard tag implementation.

“Premium publishers and the top mobile app developers have struggled to achieve the robust pricing that desktop inventory commands, even in the highly curated inventory packages they offer in mobile private marketplaces,” Rubicon Project head of mobile Joe Prusz said.

“As the only header bidding solution in the market today for both desktop and in app inventory, FastLane for Mobile Apps empowers publishers and app developers with the pricing intelligence they need to command premium pricing for their mobile audiences increasing fill rates and spurring the growth of mobile CPMs across both open auction and mobile private marketplaces.”

“Publishers and mobile app developers alike are constantly looking for ways to improve the campaign performance for their marketers and maximize their ad inventory – with FastLane they are provided a simple, automated management solution that increases managed revenue and CPM rates,” head of seller cloud Kaylie Smith added.

“We have been in the header bidding game for quite some time, blazing a trail with the industry’s first header bidding solution in 2012, which is why we are so excited to announce this completely new and reinvigorated iteration. FastLane is truly the future of header bidding, representing an efficient and effective way to allow demand to compete to bring the highest value while delivering the best ad experience for the consumer.”

 

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]