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.
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