Rubicon Project, which operates one of the largest advertising marketplaces in the world, and Screenvision Media, a national cinema advertising leader, today announced they have formed a strategic alliance under which Screenvision Media will, for the first time ever, make select inventory available to automated buyers via Rubicon Project’s leading Guaranteed Orders platform.

Screenvision Media is a national cinema advertising network covering 94 per cent of US Designated Market Areas in all 50 states and reaching over 40 million highly engaged moviegoers each month.

Combining Screenvision Media’s reach and captive audience with Rubicon Project’s leading Guaranteed Orders platform enables advertisers to purchase select inventory to reach moviegoers in an Automated Guaranteed environment.

This strategic deployment will facilitate access to premium video inventory on the 40 foot screen, and will serve to complement the momentum of cinema advertising’s exponential growth and momentum.

“Today’s announcement is a direct response to the incredible advertising demand we have seen in recent months, providing quality buyers on the Rubicon Project platform with the opportunity to purchase select inventory in a previously untapped and highly-premium market,” said Katy Loria, chief revenue officer, Screenvision Media.

“The moviegoer is truly the most desirable audience in the world — young, affluent and tech-savvy — and through this alliance advertisers are now able to reach this captive audience instantaneously through Rubicon Project’s Orders marketplace.”

The alliance announced with Screenvision Media further extends Rubicon Project’s digital place-based offering in its ongoing efforts to automate the entire digital advertising ecosystem.

Harry Patz, chief revenue officer, Rubicon Project, added, “We could not be more thrilled to team up with Screenvision Media to provide automated buying capabilities to access cinema advertising.

“With this announcement Rubicon Project is now able to provide buyers with the ability to find their target audience across screens, large or small, in any format of their choosing enabling them to match the right advertisement to the exact right audience at the right time.”