News Ltd selects Rubicon platform as real-time trading tech partner

MUMBAI: News Corp‘s publishing arm News Limited has selected Rubicon Project‘s REVV platform as its real-time advertising trading technology partner.

With the partnership, Rubicon Project will manage News‘ real-time ad trading, which allows advertisers to leverage programmatic buying of online ad inventory through optimisation algorithms.

Real-time ad trading enables publishers to sell inventory to media buyers through a live bidding process. According to the company, such platforms are proven to drive up publisher yields while improving the effectiveness of advertiser campaigns.

Initially, News‘ private exchange is offering inventory across 11 key categories including lifestyle, business, entertainment, news and sport, across its domestic digital network.

The exchange is invite-only with all of Australia‘s leading media buying agencies accepting News‘ invitation to participate and currently actively trading on the platform.

News‘ head of commercial development Jason Barnes said, "We are delighted to announce Rubicon Project as our official ad trading technology partner. Rubicon Project is an international leader in advertising technology and the largest independent automated trading platform.

"Real-time bidding continues to grow internationally. In the US by 2015, it is expected that 27 per cent of online advertising revenue will come from real-time bidding. We can expect similar outcomes here. The opportunity to sell our advertising through real-time bidding engages new advertisers with our brands, increases yield, improves efficiency and in-turn increases profitability.

"Our online audiences are continuing to grow, strengthening our brand proposition to advertisers. Our private exchange is bringing News closer to our key media buyers, a move we welcome wholeheartedly," Barnes added.

Rubicon Project‘s general manager international Jay Stevens said, "Real-time ad trading is growing at a phenomenal pace with most of the world‘s largest publishers and advertisers actively trading.

"News has been an anchor publisher for Rubicon Project for more than three years, leveraging REVV to maximise the value of their international traffic. This move to open domestic inventory to real-time sources of demand is ground-breaking for the market.

"We have a great opportunity to shape the real-time advertising trading landscape here in Australia and the market is well positioned to take advantage of the efficiencies that real-time trading affords. I am looking forward to working closely with News to create a strong, commercially viable model for News and Australian advertisers."

Rubicon Project was also recently announced as the ad trading partner for The Wall Street Journal Digital Network.

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories