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What: Ad-Tech company  Rubicon Project has acquired tech company nToggle, which helps programmatic buyers to find the inventory they’re looking for and reduce infrastructure costs.
Why it matters: The technology will be made available on the Rubicon Project platform in the coming months, giving buyers the option to utilize the bid request optimization technology.

Rubicon Project, the global exchange for advertising, announced that it has acquired nToggle, a technology company that makes it easier and more cost effective for programmatic buyers to find the inventory they’re looking for among the billions of bid requests they receive each day. The technology will be made available on the Rubicon Project platform in the coming months, giving buyers the option to utilize the bid request optimization technology.

Since the introduction of header bidding, the number of bid requests received by demand side platforms (DSPs) has increased by as much as 5X. Although access to inventory has increased, the infrastructure costs associated with that growth have put a huge burden on DSPs, resulting in many of them never seeing large swaths of that available inventory. The nToggle technology makes it easier for DSPs to more effectively identify and target their key audiences, while also significantly reducing their infrastructure costs by compressing inbound queries per second (QPS) by as much as 80%.

Since the introduction of header bidding, the number of bid requests received by demand side platforms (DSPs) has increased by as much as 5X. [/comillas ]

nToggle’s proprietary algorithm-driven software utilizes breakthrough analytical and data science techniques to help supply and demand partners manage the ever-expanding bid stream across all digital media by traffic shaping real-time bidding requests, optimizing traffic, and reducing the number of duplicates and irrelevant bid requests DSPs must process.

More Confident Bidding

“Integrating nToggle’s technology into Rubicon Project’s platform enables buyers to find the ‘signal in the noise’ so they can bid more confidently, win more auctions, and spend more with our publisher and app clients,” said Michael Barrett, President and CEO of Rubicon Project. “This acquisition underscores our commitment to strengthen the Rubicon Project exchange with tools and services that make it easy for buyers and sellers to transact. The needs of our buyers changed with the introduction of header bidding, and nToggle’s technology enables us to address those evolving needs.”

“Traffic shaping–or ‘toggling’ as we like to call it–is a real force in programmatic advertising, and a mission-critical ingredient for its important players,” said Adam Soroca, Founder and CEO at nToggle. “We’ve spent the last three years building our advanced data solutions, innovative technology platform and talented team, and are excited for the opportunity to accelerate our business by taking this next step with our longtime partner Rubicon Project.”

“We’ve worked with nToggle for the last two years, and look forward to the new scale at which this tech will be deployed through Rubicon Project’s larger engineering resources,” said Bill Simmons, Chief Technology Officer at DataXu.

The transaction was completed on July 14, 2017, for aggregate cash consideration of US$38.5 million. The acquisition is expected to generate a modest increase in expenses in 2017. The nToggle technology, integrated with the Rubicon Project platform, is expected to generate higher fill rates that drive incremental revenue in 2018, and to have a positive effect on adjusted EBITDA. Additional details on the nToggle acquisition will be provided on the second quarter Rubicon Project earnings call to take place on Tuesday, August 1, 2017.

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What: Dugout.com, a new digital platform created with clubs and players to connect football fans and deliver exclusive content, has launched globally. The platform is free of charge and all in one place.
Why it matters: This is the first time world’s greatest clubs like Arsenal FC, Chelsea FC, FC Barcelona, FC Bayern Munich, Liverpool FC, Manchester City FC and Real Madrid CF unite for a commercial venture.

club_logo_ws_tlToday sees the global launch of Dugout.com – the new digital platform created with the world’s greatest clubs and players to connect football fans and deliver exclusive behind-the-scenes content and access, free of charge and all in one place.

In a world first, the biggest clubs in the world have joined forces to support a new business. Dugout has already agreed partnerships with 27 clubs; AC Milan, Arsenal FC, AS Monaco, AS Roma, Atletico Madrid, Chelsea FC, Club América, Dinamo Zagreb, Everton, FC Barcelona, FC Bayern Munich, Galatasaray, Heart of Midlothian FC, Juventus, Liverpool FC, Manchester City FC, Manchester City Women FC, Olympique De Marseille, Paris Saint-Germain, Real Madrid CF, SC Corinthians Paulista, Southampton FC, Stoke City FC, Sunderland AFC, Swansea City, Tottenham Hotspur, West Ham United.

In addition to these clubs, Dugout has also agreed partnerships with many of the world’s best-known footballers. Each club and player has a dedicated Dugout profile page to upload content and interact with fans, plus Dugout works with these partners to create high-quality, original content. Dugout users get a totally personalized experience based on the clubs and players they follow.

The trend of following multiple clubs – on average 4.6 clubs per person – was revealed in polling of 24,000 fans worldwide. The research also found that fans now “support” individual players, meaning that these stars help grow the global fan base of every team they play for during their career.

In addition to clubs and players, Dugout.com is partnering with leading football influencers and legends to create their own profile pages and produce content. Alongside this, Dugout has already secured a number of media partners, including One by AOL: Publishers, Rubicon Project, SpotX and Sharethrough, with more to follow.

Dugout offers brands a cutting-edge approach to advertising working with key partners like AOL and Rubicon Project

“Dugout was devised and built for the fans. The game today is truly global and fans don’t just want to watch matches in their own country – they want to follow their favourite clubs and players across the world, on and off the pitch. That’s what Dugout offers – unrivalled access so fans get behind the scenes of the clubs and into the lives of the players,” said Dugout President and Co-Founder, Elliot Richardson. “A combination of factors – from the explosion of international TV rights to the rise of social media – have provided Dugout with an unprecedented opportunity to reach the estimated 3.5 billion** football fans across the world. We think they will love what they see.”

“Dugout offers brands a cutting-edge approach to advertising – harnessing the latest innovations to deliver maximum impact and working with key partners like AOL and Rubicon Project to place Programmatic technology at the core of our model. Dugout has been built to engage and attract Millennials from across the globe and we know this is a critical audience for our advertisers to reach – it’s a great match. Dugout has already secured a number of media partners, Mediacom, OMD and BetVictor, with more to follow,“  said Kate Burns, Executive Vice President of Dugout.com.

Dugout.com is free to access and will host content created by the clubs and players, with some being available 24 hours before it is released on any other social media channel – making it the primary source for fans to get news on the clubs and players they love.

Dugout is accessible on desktop, tablet and mobile and will be available in English, French, German, Italian, Spanish, Catalan, Portuguese and Bahasa Indonesian.

 

 

 

While demand side platforms (DSPs) continue to propagate across Latin America, major supply side platforms entering the region experience some resistance from publishers or at least are not fully understood by them. So, are Latin American publishers really adopting SSPs or not? Lorena Hure, a digital marketing expert in our editorial staff, asked several major players to answer the above question.

14271338940_ddbbaf7a55_oAccording to experts interviewed by Portada, publishers are undergoing a paradigm shift, which calls for a period of training and adaptation to this relatively new technology.

On the one hand, supply side platforms seem to aid publishers in their selling process; however, on the other hand, as these platforms introduce the concept of cost-efficiency and automation, publishers are faced with the challenge of redefining their operations and business models.

According to Lucio Grimaldi, Managing Director for Latin America at Publicitas, “the main obstacle still remains a cultural and business shift in the way that publishers have been monetizing their digital inventories. Working with a SSP platform implies a completely different business model and this has been the major challenge for publishers, who have been working differently and relying on traditional digital sales for a long time. I also believe there is still a fear from publishers that the SSP model will ‘cannibalize’ traditional digital sales and reduce CPMs significantly. Thus, it’s key for publishers to have the right SSP partner/approach and a clear inventory and monetization strategy in order to be successful in this transition.”

The enormous opportunities and the evolution of Advertising technologies in Latin America will be examined in-depth by major experts of the brand marketing, agency, media and measurement world at the Portada’s Latam Summit on June 3 -4 in Miami (part of #Portadalat.)

The fact that some LatAm publishers consider the entrance of supply side platforms as potential threats to the level of their  eCPMs, is reflective of another important factor when it comes to challenges in the region: Lack of education. As Fernando Narcio, Regional Manager Latin America at PubMatic puts it “I think that the biggest obstacle for programmatic adoption in Latin America is education. Given the rapid change in the industry, many publishers need to be brought up to speed in terms of what programmatic is, what are the roles of the different players in the eco-system (DSPs, SSPs, Exchanges, DMPs, etc.) , and how  programmatic can  help them maximize the value of their digital assets.”

Even if Brazil often has its own logic, the situation is similar to the one experienced in the rest of Latin America. According to Rafael Pallarés, Manager Director at Aunica, “the Brazilian market faces several challenges regarding programmatic advertising, and the low levels of acumen among the digital community and loose guidelines are the greatest among them. As secondary challenges, publishers need to better organize and package data in order to take more value out of their assets, and players in the ecosystem should define their roles with more clarity – many players claim to be DMPs, DSPs or SSPs, for instance, without carrying the core expertise and technologies to claim so.”

 Publishers need to better organize and package data in order to take more value out of their assets.

SSPs platforms challenged

6969804173_e4651ecd8b_oAs we have seen, in order for publishers to incorporate supply side platforms across the board, not only training and education will be needed. Additionally, the lack of confidence in this technology needs to be overcome. This is quite a challenge for SSPs willing to gain new markets in the region.

 In order for publishers to incorporate supply side platforms across the board training and education is needed, this should help to overcome the lack of confidence that still exists in the technology.

Patrizio Zannatta, Managing Director Latin America at Rubicon Project, suggests that “ it’s certainly not for a lack of willingness to experiment or innovate. I think Latin America is in a similar position to Italy when I began working there for Rubicon Project: the only thing lacking was perhaps a little understanding and confidence in what is still a relatively new technology. In Italy, we saw the majority of the top 50 sellers embrace automated advertising within a matter of months. Every market is of course different and the way we have seen sellers using the technology in different, and often creative ways to suit their individual businesses could be especially interesting. Global media agency Magna Global predicted that programmatic will make up between 60 and 70% of digital ad revenues in the three major Latin American markets by 2018”.

When asked about the challenges being faced by publishers, Guido Conterno, executive director at GDA, stated that as for “supply side platforms, there is the fear of use of the cookie re-targeting the SSP can do, whereas as for programmatic buying, contextual audiences via programmatic are sold at low prices; user audiences and private deals have higher prices. Once these Private Marketplaces are set and there is no spillage of the Publisher’s Users cookies outside the market place, programmatic will grow in the region”.

The real challenge is not only on the part of the publishers who should implement this technology, but also on SSP service providers.

The adoption of Supply side platforms in LatinAmerica, even if not yet widespread, seems to be imminent. It is all a matter of seeing how 2015 develops, considering that there is a promising outlook for programmatic buying in the years to come. The real challenge is not only on the part of the publishers who should implement this technology, but also on SSP service providers who should work hand in hand with publishers in order to help them incorporate it.

What: Rubicon Project, a global technology company leading the automation of advertising, is about to acquire privately held Chango Inc., which specializes in intent marketing technology.
Why it matters: The acquisition of Canada’s “Fastest-Growing Technology Company” will accelerate buyer business by more than one year, expand future offerings to include keyword, contextual targeting, retargeting, CPC, CPA.

CgCh2W6-_400x4006QCJIeak_400x400Rubicon Project, a global technology company in the advertising automation sector, has announced that it has reached an agreement to acquire privately held Chango Inc., which specializes in intent marketing technology.

The acquisition will allow Rubicon Project to expand its premium advertising marketplace with intent marketing technology that includes access to keyword, contextual targeting and retargeting budgets. In addition, the company will bring access to an additional US $35 billion of intent marketing spend to the Rubicon Project marketplace. Chango Inc. will also strengthens Rubicon Project’s direct order automation technology and rapidly expands its Buyer Cloud initiatives, specifically through the advancement of its Orders (Guaranteed Orders and Non-Guaranteed Orders) platform, and will increase direct integrations with premium brands and agencies that constitute a large base of Chango’s current customers, including more than 60 of the Fortune 500 advertisers.

Following this deal, Chango’s technology will be integrated into the Rubicon Project marketplace providing the platform’s entire base of premium buyers and sellers access to intent marketing capabilities.

Chango’s technology takes basic keyword search data and delivers ads to consumers based on both the initial search, plus the contextual information from the content on a website or application’s page. The end result for marketers is a sophisticated integration of search keyword and premium contextual targeting capabilities. The acquisition will also enable Rubicon Project to expand its price offerings in the future, evolving from a purely CPM (cost per thousand impressions) model to incorporate CPC (cost per click) and CPA (cost per acquisition) offerings currently under development by Chango.

Chango’s technology will be integrated into the Rubicon Project marketplace providing the platform’s entire base of premium buyers and sellers access to intent marketing capabilities.

Chango is Canada’s fastest-growing technology company, as recognized in 2014 by Deloitte’s Technology Fast 50 for Canada. The aggregate consideration will be approximately $122 Million (including contingent consideration), primarily in stock.

The transaction, which is expected to close in the second calendar quarter of 2015, is structured as an Arrangement under the Business Corporations Act (Ontario) and as such is subject to approval by not less than two-thirds of the holders of each class of shares in the capital of Chango, voting separately, and a final order approving the Arrangement, including the fairness of its terms and conditions, by the Ontario Superior Court of Justice (Commercial List), as well as other customary closing conditions. Chango shareholders owing enough shares to meet the shareholder approval requirements have agreed to vote in favor of the Arrangement.

“Chango’s technology brings keyword, contextual targeting and retargeting to premium display, mobile and video advertising. This will enable us to bring intent marketing budgets to an independent, open marketplace that serves premium buyers and sellers at scale for the first time,” commented Frank Addante, CEO, Founder & Chief Product Architect, Rubicon Project.

“Joining the Rubicon Project team will enable us to collectively provide buyers and sellers with a more complete way of buying and selling premium advertising. This deal will enable us to leverage Rubicon Project’s massive reach of sellers, buyers and consumers to accelerate our combined market share and bring intent marketing to premium display, mobile and video advertising at an even greater scale,” commented Chris Sukornyk , CEO & Founder of Chango.

@FrankAddante @sukornyk @RubiconProject @changoinc

Patricio_Zanatta_RubiconProject_opinandoIn this Sounding Off-Thought Leadership column Patrizio Zanatta, Managing Director, Latin America at Rubicon Project makes a case for the trading of premium mobile inventory through programmatic buying platforms.

It may come as a surprise to some, but until recently the ad network model still dominated mobile advertising.

Just as in the desktop world of old, the way this usually works is as follows: third parties aggregate inventory, and sell it on blind and in bulk, often taking up to a 50% cut of CPMs. Buyers have no guarantees around where their ads appear, and sellers lack control around how their inventory is priced or packaged.

In many ways, the automated advertising technology that’s now replacing the ad network model (also known as programmatic or real-time bidding) is the polar opposite of that approach.

Why the Opposite? 

Automated advertising is completely transparent. Buyers can view seller URLs and select which sites or applications they do or don’t want their ads to appear on. What’s more, even the openRTB protocol which automated advertising rests upon is transparent, public, and evolves under the guidance of a dedicated IAB committee.

Premium publishers have good reasons to favour automated advertising over other approaches to mobile.

Added to this, the ad network model in mobile is most often associated with a ‘waterfall’ approach, which couldn’t be further from the ethos of programmatic. One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher. It’s a simple case of supply and demand with the aim of bringing buyers and sellers closer together. By comparison, the ‘waterfall’ approach prioritises different buyers in a pre-set and fixed order, which doesn’t take account of variations in pricing or demand.

All of which is a rather longwinded way of saying that premium publishers have good reasons to favour automated advertising over other approaches to mobile. Automation technologies are giving them the tools they need to sell inventory safely and transparently, while controlling which advertisers they allow access to their inventory, and at what price.

Automated advertising is also allowing publishers to take advantage of a growing agency focus on mobile, as buyers look for the most effective, scalable ways to reach people on new devices and formats.

One of the principles of automated advertising is to enable a holistic auction of buyers in real-time, competing on price and thereby generating optimal value for the publisher.

In last year’s survey of buyer attitudes to mobile, 90% of agency trading desks said they are buying mobile inventory programmatically, compared to less than 50% last year. Respondents also suggested that mobile ad spend would double this year.

Mobile private marketplaces are also playing an important role for buyers – offering quality inventory backed with qualified, trustworthy audience or intent data, as well as providing a solution to the lack of 1st party data in this space. And to quote our research again, 95% of buyers said they had either already bought mobile private marketplaces, or planned to this year.

Finally, native advertising in mobile is another area buyers have shown great interest in. In the words of MEC UK Head of Mobile Jide Sobo “Demand for native ads is increasing, as their high performance makes them very attractive to advertisers.” Our own partnership with InMobi aims to bring together ROI and engagement of native with the agility, scale and efficiency of automation.

opinando-gráfico-450x236

According to research by the OPA, fully three quarters of US publishers are already selling native adverting – and it also suggests that number may have hit 90% by now.

The Case for Premium in Mobile Advertising

Native advertising is clearly important for premium publishers. But why should premium inventory be so important for mobile in particular?

As a relatively new medium, many brands are still in a ‘test and learn’ stage, so brand-safe environments are absolutely critical for buyers to experiment, while retaining their customers’ trust.

In fact, advertisers may be even more conscious of reaching consumers in premium environments on mobile than on desktop, TV or print, as a report from Advertiser Perceptions has suggested.

The UK Association of Online Publishers (AOP) has also conducted research in this area with Mindshare, which brings the impact of advertising through mobile rich media ad formats on premium inventory into sharp focus.

The fact that consumers are on average 50 per cent more positive about advertisers on premium brand mobile sites – even where these formats could be construed as  ‘intrusive’ in other contexts – is just one of the report’s findings, whose panel covered around a quarter of the UK’s total mobile population.

Finally, a global ad forecast from Zenith Optimedia in April highlighted mobile growth and the adoption of programmatic as the two leading factors in display overtaking search revenues worldwide by 2016.

What: International media sales company Publicitas has selected Rubicon Project, a SSP (Supply Side Platform) company automating the buying and selling of advertising, to power its digital advertising inventory.
Why it matters:Publicitas will take advantage of Rubicon Project’s Advertising Automation Cloud platform to make digital inventory available to buyers globally. The move is somewhat surprising because Publicitas in November 2012 acquired Improve Digital, a Netherlands headquartered SSP.

descarga (1)Publicitas, which gives global advertisers access to audiences and inventory around the world, has announced that it has selected Rubicon Project to power the monetisation of digital advertising inventory. The move is somewhat surprising because Publicitas in November 2012 acquired Improve Digital, a Netherlands headquartered SSP.

Publicitas, which works with media owners across the globe to sell advertising space in traditional as well as digital media, will use Rubicon Project’s Advertising Automation Cloud platform to make digital inventory available to leading buyers across Europe and the rest of the world, via open auction as well as private marketplaces. Publicitas also sells into a wide array of Latin American and U.S. Hispanic web sites.

Commenting on the announcement, Publicitas Chief Technology Officer David Klement said, “working with Rubicon Project sets us up well to maximise the returns from automated advertising for our media partners. This is an increasingly important trend across both Europe and the rest of the world and we see Rubicon Project as a leader in terms of its current technology, its future roadmap, its expert staff and the support and consultation they provide.”

“We are proud that Publicitas has chosen Rubicon Project as an advertising automation platform.We look forward to working closely with the Publicitas team to develop a successful approach to digital advertising across all the regions in which they operate, and across all screens,”added Jay Stevens, General Manager International, Rubicon Project.

 

Earlier this year, Group M announced that by the end of this year it will exit Open Ad Exchanges to buy digital media when it trades on behalf of its clients. The big question is whether this is also valid for Latin America. Is it even possible to shun open ad exchanges when buying digital media in Latin America? Whether GroupM is going to be able to really avoid  open ad exchanges in the region is going to be followed closely by other agencies and clients. Below is what we found out.

As an increasing amount of clients (e.g. Mondelez, Mondelez, Heineken, Kimberly, Kellogg’s, Amex) want  direct control over exchange traded platforms, agencies, most notoriously Group M, are trying to avoid open ad exchanges. Portada asked Ari Bluman, Chief Digital Investment Officer at Group M in New York. “I speak for North America, but the rest of the globe will certainly follow when publisher technology improves to allow any and all brands to execute private deals,” Bluman said. Bluman did say that “North America in GroupM’s structure is US and Canada.  Mexico is part of our Latam organization and run by David Posada.”

David Posada,Managing Director Interaction GroupM, Latin America
David Posada,Managing Director Interaction GroupM, Latin America

So what does Bogota Colombia based, David Posada,Managing Director Interaction GroupM Latin America say? Will open exchanges be exited by GroupM also in Latin America by year-end? “Not yet, we are aligned with GroupM global strategy, but we have to take the Latin American context into account, where programmatic buying is only starting. That is why a better understanding of the digital ecosystem by the publishers is needed so they see programmatic as an additional way to market their inventory as opposed to something that cannibalizes their revenues. We are quickly adding private agreements but we expect to continue using open exchanges for some time until we have enough inventory in our own market place.”

Not yet, we are aligned with GroupM global strategy, but we have to take the Latin American context into account

The Key Role of Publisher Education and Engagement

“My team and I are meeting with 30-40 publishers a week to lock these deals down, it is fast and furious, but brands are excited about this evolution as well as the publishing community.We are doing deals with any and all publishers that match the content and audiences that our brands seek, regardless of massive scale of that publisher.  Example being in the B2B verticals, sites are niche, audiences aren’t enormous, but they are quite valuable to many of our brands,” says GroupM’s Ari Bluman.
“During the initial phase publishers adopt the view that here is my inventory and this is the rate that I need, which is fine, but in order to grow the revenue stream they have to be open to working with all their portfolio of products and inventory, says Jay Sears Senior Vice President, Marketplace Development at the Rubicon Project, who was interviewed at last week’s Festival of Media Latin America in Miami. :”One of our biggest challenges is educating the market, especially on first party data, the value of it and how to monetize it.” Really few understand what they have in their data and how valuable it is.Sears adds that the Rubicon Project has targeted two regions for its next expansion: Latin America and Asia, “that is why we opened offices in Miami, Sao Paolo and Hong Kong.”

Suplemento Compra ProgramaticaDOWNLOAD our Special Issue about Programmatic Media Buying into Latin America. (In Spanish.Log-in or free registration required.

Asked how the outreach for direct agreements with publishers is working in Latin America, Posada notes that GroupM is starting with pure Internet players which have a regional presence. After that he plans to reach out to local players that have a local relevance in each of the markets such as the digital platforms of traditional media groups. Also smaller niche publishers should be interested in Programmatic according to Posada. We don’t understand programmatic buying as a way to buy inventory in an automatic way and at low prices, but as a way to reach audiences through the use of data. Our value proposition starts with this prerogative and it is as valid for the long tail as for the mainstream media properties.

The role of Xaxis

Regarding the role of  Xaxis, Posada notes that it ” is our programmatic trading platform with presence in Miami, Mexico, Argentina, Colombia and Brazil. The majority of efforts to build our Private Market Platform (PMP) are being conducted through Xaxis. In addition, our Data Management Platform (DMP) Turbine launched earlier this year already has rich data and information to better segment our campaigns in the region.”

What: Rubicon Project is expanding Latin America operations with Miami hub.
Why it matters: To continue its’ real-time trading platforms expansion in Latin America, the firm has appointed Patrizio Zanatta,based in Miami,  as its first Managing Director for the region to be in charge of service buyers and sellers across the region and address the rising demand for automated advertising. An increasing amount of Ad-Tech providers are entering or recently have entered Latin American markets, they include: Dynadmic, Videology, Yume, Ebuzzing and others.

patrizio zanatta-Rubicon Project,which operates one of the industry’s largest independent real-time trading platforms, is expanding its’ largest independent real-time trading platformsts activity in Latin America with the appointment of Patrizio Zanatta as its first Managing Director for the region.

He is tasked with growing Rubicon Project’s business in Brazil, Argentina, Mexico and Colombia, by recruiting and servicing more buyers and sellers on the Rubicon Project Advertising Automation Cloud.

This new appointment marks a promotion for Zanatta whose previous role with Rubicon Project was Sales Director, Southern Europe. Based in Miami, he will report to Jay Stevens, General Manager, International.

“Patrizio Zanatta has driven the rapid growth of automated advertising in Southern Europe, leading the growth amongst buyers and sellers in Italy, in particular, in just the past fourteen months,” said Stevens.

There is a huge opportunity for advertising automation across Latin America
 

Zanatta will be able to service buyers and sellers across Latin America and address the rising demand for automated advertising.  In his previous role, he was responsible for driving growth across markets including Italy, Spain, and Turkey, growing business from existing publishers and applications and leading the onboarding of new sellers on the company’s technology exchange. Before joining Rubicon Project, he spent five years at Real Media Group, as a technology sales and account manager for Italy and as Sales Director for Europe, managing sales managers in five countries.  Prior to that, he spent eight years in the aerospace industry at FTB International and Transpart Holding, including a two-year posting in Miami. Zanatta holds a degree in political science from the Universita degli Studi di Milano and is fluent in Spanish as well as in English, French and Italian.

“There is a huge opportunity for advertising automation across Latin America and buyers and sellers across the key markets are seeing unparalleled returns and efficiency gains from Rubicon Project’s Advertising Automation Cloud,” said Zanatta.

Sara Buluggiu, formerly Digital Director at VivaKi in Italy joins Rubicon Project as Sales Director, Southern Europe and will be based in Milan reporting into Julien Gardès, Managing Director, Southern Europe.

What: Rubicon Project is expanding its operations to Latin America by opening a new office in São Paulo, Brazil.
Why it matters: This is Rubicon´s first office in Latin America. Salomão B. Rodrigues Junior has been appointed Account Director and Thiago Farias Lima Silva Ad Operations Specialist for the new office. The move reflects an increasing interest for Advertising Automation in Latin America.

descargaRubicon Project, which operates an independent real-time trading platforms for digital advertising, is expanding its international operations into Brazil with the opening of an office in São Paulo.

This is the first office in Latin America for Rubicon Project and follows recent expansion into Asia and Japan, spearheaded by Jay Stevens, General Manager, International.  Rubicon is planning to celebrate the opening of its São Paulo office on 6th of May at ProXXIma, the Brazilian conference for digital marketing and advertising.

The Company has also announced the appointment of Salomão B. Rodrigues Junior as an Account Director and Thiago Farias Lima Silva as an Ad Operations Specialist.

Joining from Grupo Abril, where he worked as advertising technology manager, Salomão brings over ten years of experience in digital marketing and automated advertising. He will be working with sellers across the region helping them to improve efficiency and deliver greater yields from their digital advertising inventory.

Thiago will manage and report on advertising operations for customers in the region including on-boarding new sellers, ad quality and brand safety initiatives.

Stevens commented, “We’ve seen rapid growth and interest in advertising automation in Latin America.  We’re opening our first office in São Paulo to help publishers and application developers throughout Brazil benefit from advertising automation.  Salomão’s understanding of technology and data-driven advertising and his analytical skills will provide invaluable strategic consultation to our clients in the region .“

Martin Scott Greenblat, Director of Digital Business at Grupo Abril, adds “Latin American markets have shown a potential for  rapid growth with both publishers and advertisers, complementing existing offerings with the efficiency gains from automation that have been witnessed in larger markets. Salomão brings a good mix of technical skills and market knowledge to help leading publishers in Brazil like us take advantage of this burgeoning market.”

Rubicon is currently used by more than 700 of publishers worldwide and counts with applications to transact with buyers representing over 100,000 brands since the Company’s inception. The company is headquartered in Los Angeles and has twelve offices worldwide, including New York, San Francisco, Paris, Hamburg, Sydney, London, Tokyo and now São Paulo.

What: Rubicon Project is expanding its operations to Latin America by opening a new office in São Paulo, Brazil.
Why it matters: This is Rubicon´s first office in Latin America. Salomão B. Rodrigues Junior has been appointed Account Director and Thiago Farias Lima Silva Ad Operations Specialist for the new office. The move reflects an increasing interest for Advertising Automation in Latin America.

descargaRubicon Project, which operates an independent real-time trading platforms for digital advertising, is expanding its international operations into Brazil with the opening of an office in São Paulo.

This is the first office in Latin America for Rubicon Project and follows recent expansion into Asia and Japan, spearheaded by Jay Stevens, General Manager, International.  Rubicon is planning to celebrate the opening of its São Paulo office on 6th of May at ProXXIma, the Brazilian conference for digital marketing and advertising.

The Company has also announced the appointment of Salomão B. Rodrigues Junior as an Account Director and Thiago Farias Lima Silva as an Ad Operations Specialist.

Joining from Grupo Abril, where he worked as advertising technology manager, Salomão brings over ten years of experience in digital marketing and automated advertising. He will be working with sellers across the region helping them to improve efficiency and deliver greater yields from their digital advertising inventory.

Thiago will manage and report on advertising operations for customers in the region including on-boarding new sellers, ad quality and brand safety initiatives.

Stevens commented, “We’ve seen rapid growth and interest in advertising automation in Latin America.  We’re opening our first office in São Paulo to help publishers and application developers throughout Brazil benefit from advertising automation.  Salomão’s understanding of technology and data-driven advertising and his analytical skills will provide invaluable strategic consultation to our clients in the region .“

Martin Scott Greenblat, Director of Digital Business at Grupo Abril, adds “Latin American markets have shown a potential for  rapid growth with both publishers and advertisers, complementing existing offerings with the efficiency gains from automation that have been witnessed in larger markets. Salomão brings a good mix of technical skills and market knowledge to help leading publishers in Brazil like us take advantage of this burgeoning market.”

Rubicon is currently used by more than 700 of publishers worldwide and counts with applications to transact with buyers representing over 100,000 brands since the Company’s inception. The company is headquartered in Los Angeles and has twelve offices worldwide, including New York, San Francisco, Paris, Hamburg, Sydney, London, Tokyo and now São Paulo.

 

What: Turner Digital Ad Sales announced it partnered with Rubicon Project to launch a new programmatic advertising platform, Turner Premium Xchange.
Why is it important: By asigning a substancial portion of its display inventory for programmatic advertising, Turner expects to add speed, scale and efficiency to its business.

As reported by Adweek’s Mike Shields, Turner Digital Ad Sales has announced the launch of the Turner Premium Xchange, a private ad exchange via which it will sell digital ad inventory to preferred partners looking to take advantage of the efficiencies and power of programmatic audience-based ad buying.

Turner partnered with Los Angeles’ firm The Rubicon Project, which operates the industry’s leading automation platform for digital advertising, so that it provides the technology to power the newly-created platform. Rubicon Project’s customers include eBay, TIME, ABC News, the Wall Street Journal, Tribune Company, Virgin Media and Universal.

The new Turner Premium Xchange will sell inventory from the Turner brand, including CNN.com and TBS.com. Seemingly, advertisers will be able to bring their own data to buy ads targeted to specific users via the exchange.

“The Turner Digital Ad Sales’ partnership with Rubicon Project is a major milestone for the advertising industry and further validation of the trend towards the automation of the buying and selling of advertising,” said Greg Raifman, President of Rubicon Project. “Turner Digital is able to respond to marketplace demand and capitalize on this rapidly growing opportunity by offering almost all of their premier properties to be available for automated buys.”

Sources: Rubicon Project’s press release, M&M Global, Adweek.

What: Turner Digital Ad Sales announced it partnered with Rubicon Project to launch a new programmatic advertising platform, Turner Premium Xchange.
Why is it important: By asigning a substancial portion of its display inventory for programmatic advertising, Turner expects to add speed, scale and efficiency to its business.

As reported by Adweek’s Mike Shields, Turner Digital Ad Sales has announced the launch of the Turner Premium Xchange, a private ad exchange via which it will sell digital ad inventory to preferred partners looking to take advantage of the efficiencies and power of programmatic audience-based ad buying.

Turner partnered with Los Angeles’ firm The Rubicon Project, which operates the industry’s leading automation platform for digital advertising, so that it provides the technology to power the newly-created platform. Rubicon Project’s customers include eBay, TIME, ABC News, the Wall Street Journal, Tribune Company, Virgin Media and Universal.

The new Turner Premium Xchange will sell inventory from the Turner brand, including CNN.com and TBS.com. Seemingly, advertisers will be able to bring their own data to buy ads targeted to specific users via the exchange.

“The Turner Digital Ad Sales’ partnership with Rubicon Project is a major milestone for the advertising industry and further validation of the trend towards the automation of the buying and selling of advertising,” said Greg Raifman, President of Rubicon Project. “Turner Digital is able to respond to marketplace demand and capitalize on this rapidly growing opportunity by offering almost all of their premier properties to be available for automated buys.”

Sources: Rubicon Project’s press release, M&M Global, Adweek.

What? Viacom International Media Networks launches in association with the Rubicon Project a new programmatic ad exchange.
Why it matters: MTV and Nickelodeon will be now part of the digital portfolio of the new ad exchange. It´s now available in UK and Germany. Latin America is one of the next markets that the ad exchange will operate.

Viacom International Media Networks (VIMN) has announced the launch of a programmatic ad exchange, in partnership with advertising automation company Rubicon Project, for its digital portfolio of music and entertainment sites including MTV and Nickelodeon.

The ad exchange will ofer VIMN´s  online and mobile products for automated trading and real-time bidding. VIMN’s exchange is now operating in the UK with Germany. But the companies say Latin America and Australia are going to  follow shortly.

The exchange will be powered by Rubicon Project’s real-time trading platform and advertisers around the world will be able to bid on VIMN’s portfolio.

Tom Armstrong, vice president digital sales, Viacom said, “As agencies innovate and change their structure we need to ensure we can continue to deliver the very best service and access to our partners by leveraging the latest technologies so they can trade with us programmatically as well as buying from us directly.”

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What? Viacom International Media Networks launches in association with the Rubicon Project a new programmatic ad exchange.
Why it matters: MTV and Nickelodeon will be now part of the digital portfolio of the new ad exchange. It´s now available in UK and Germany. Latin America is one of the next markets that the ad exchange will operate.

Viacom International Media Networks (VIMN) has announced the launch of a programmatic ad exchange, in partnership with advertising automation company Rubicon Project, for its digital portfolio of music and entertainment sites including MTV and Nickelodeon.

The ad exchange will ofer VIMN´s  online and mobile products for automated trading and real-time bidding. VIMN’s exchange is now operating in the UK with Germany. But the companies say Latin America and Australia are going to  follow shortly.

The exchange will be powered by Rubicon Project’s real-time trading platform and advertisers around the world will be able to bid on VIMN’s portfolio.

Tom Armstrong, vice president digital sales, Viacom said, “As agencies innovate and change their structure we need to ensure we can continue to deliver the very best service and access to our partners by leveraging the latest technologies so they can trade with us programmatically as well as buying from us directly.”

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