Global advertising exchange Rubicon Project has announced it has opened up its exchange to DSPs for programmatic buying in guaranteed private marketplaces (PMPs).
Rubicon Project’s exchange offers a forum for high-quality buyers around the world to transact in PMPs with guaranteed inventory and committed volumes.
Integrated partners are provided with detailed signals in the bid stream for guaranteed buying in the PMPs, ensuring that multiple buyers utilising DSPs are provided a highly predictable and repeatable process to be best positioned to win the auction.
Google’s DoubleClick Bid Manager is the first DSP to integrate for programmatic guaranteed buying.
Paul Cocks, EMEA head of product for inventory and programmatic direct at Google, said the company is constantly looking for the most effective ways to use the power of real-time and data-driven decisions.
“As we bring programmatic guaranteed to market, we look forward to working with many partners who play an important role in facilitating and expanding opportunities for advertisers and publishers to connect and transact in one simple platform,” he said.
Tom Kershaw, chief technology officer at Rubicon Project, said programmatic guaranteed buying in private marketplaces represents a massive opportunity in the industry.
“Today, most DSPs are still merely exploring the world of guaranteed buys, which is why we are proud to be the only third-party exchange currently offering programmatic guaranteed buying for all deal types in the DoubleClick Bid Manager Marketplace Interface as a result of DoubleClick’s integration into our exchange,” he said.
Rubicon Project is in the process of signing up other major DSPs for guaranteed private marketplace integrations in the near future.
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]
To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]
Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]