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.
