Zynga Joins Forces With Rubicon Project For Exclusive Launch of Premium Programmatic Direct Advertising

Zynga Joins Forces With Rubicon Project For Exclusive Launch of Premium Programmatic Direct Advertising

Rubicon Project, which operates one of the largest advertising marketplaces in the world, and Zynga, a leading social game developer, announced today that for the first time ever marketers will be able to access Zynga’s premium guaranteed and reserved inventory via programmatic buying.

Karen Terranova
Posted by Karen Terranova

The relationship marks a first for Zynga as it makes its most premium guaranteed inventory, which was previously only available via manual sales channels, available to programmatic buyers globally through Rubicon Project’s industry leading Guaranteed Orders marketplace.

The inventory includes highly sought after ad units that combine unique and compelling creative content, including gamified and native ads with deep first party data insights across the highest value placements including first look, limited interruption and sponsorship placements coveted by buyers.

“We are excited to team with Rubicon Project to offer global scale and access to Zynga’s guaranteed inventory in our games,” Zynga vice president of sales Julie Shumaker said.

“By marrying Zynga’s rich data insights and compelling brand experiences with Rubicon Project’s leading automated advertising marketplace we’re making it easier for brands to more meaningfully connect with Zynga’s millions of loyal players.”

The announcement marks the first time that Zynga has made all of its game inventory available via automated guaranteed, as well as the first time buyers will have access to the full suite of inventory via automated buying channels.

Automated guaranteed allows buyers to access premium reserved publisher inventory in addition to unique high impact and custom publisher solutions such as sponsorships, rising stars, in-game and native placements. Rubicon Project’s Guaranteed Orders platform will streamline the purchase, execution and development of gaming experiences with minimal new creative assets required from the client or brand.

“Advertisers everywhere are seeking new and innovative ways to reach highly engaged mobile audiences at scale,” Rubicon Project head of mobile Joe Prusz said.

“Today’s game-changing announcement for mobile marketers means that for the first time buyers can access Zynga’s premium content with some of the best data and placements via automated guaranteed at scale. We are thrilled to be the only automated advertising platform in the world today to offer Zynga’s massive array of premium guaranteed reserve inventory to the tens of thousands of buyers who rely on our advertising marketplace to reach and engage consumers.”

Zynga and Rubicon Project will officially unveil the new relationship on stage at the 2016 Consumer Electronics Show in Las Vegas on January 7.