LOS ANGELES, Dec. 7, 2016 /PRNewswire/ -- Today, Rubicon
Project (NYSE: RUBI), which operates one of the largest advertising
marketplaces in the world reaching more than 1 billion consumers
across 1 million websites and 20,000 mobile apps, announced the
private beta launch of a solution that puts consumers in control of
their digital advertising experience. This launch is part of a
broader corporate initiative that calls on the entire advertising
industry to focus on keeping the Internet free and open, and fuel
its growth by changing advertising for good.
"Our vision is to turn advertising into information and provide
information as a service to consumers. We want to change
advertising for good," said Frank
Addante, CEO and Founder of Rubicon Project. "We founded
Rubicon Project with the mission of fueling the growth of the
Internet by making advertising an effortless source of capital for
innovators and content creators. There have always been three
participants involved in advertising and for too long our industry
has focused on the buyers and sellers and ignored consumers and
their experience. The increasing adoption of ad blockers, privacy
concerns and general apathy for ads, are symptoms of this lack of
focus on the consumer experience. People recently have been given a
choice with ad blockers, but their choice has been limited to
either see all ads or block all ads. That's not ideal for
consumers, advertisers or publishers and application developers.
Today we're offering a new option, the ability to choose the
specific ads and interests that you want to see or don't want to
see."
To solve this, Rubicon Project has engineered a consumer
solution that is designed to utilize the company's machine learning
technology to put people in control of their data, their privacy
and their interests. Project Awesome will continually adapt and
hone an individual user's advertising experience based upon
real-time feedback, personal interest profiles, and liked and
disliked ad categories and creatives. The solution will also allow
users to "snooze" and even block specific ads. The more a user
utilizes the solution the better it gets at delivering more of the
ads that the user wants, and less of the ads that the user does not
want. Project Awesome will allow the more than 1 billion users
reached by the Rubicon Project marketplace to share feedback on the
ads they see in real-time and develop a taste profile in less than
a minute.
Advertisers spend more than $500 billion
dollars a year on ads, and the general sentiment is that
people don't like advertising. To date, ad blockers have been
installed more than half a billion times worldwide on desktop
and/or mobile devices. This reality presents a clear call-to-arms
by users, who want advertisers, publishers and application
developers to know that they will use whatever means necessary to
control their digital advertising experience. The hundreds of ad
blocking solutions that exist today only offer an all or nothing
approach-- users can block all ads or shut off blocking and receive
all ads. However, advertising has the potential to deliver value to
consumers. In a recent study conducted by Adobe, 78 percent of
consumers noted that they liked personalized ads, but only 28
percent thought ads targeted to them were tailored correctly.
As Julie Brill, former
commissioner of the Federal Trade Commission, noted in a keynote
speech earlier this year, it is time that the advertising industry
"explore the creation of innovative and usable tools to address
consumer concerns about privacy. Not to find ways to work-around
consumer choice, but provide consumers with something they clearly
want: to see advertising that respects their privacy and that they
can trust. Until that happens, more and more consumers will
continue to take advantage of ad-blocking services."
Project Awesome was built in Rubicon Project's innovation lab,
The Garage, and is designed to deliver a less arduous, more
intuitive and engaging way for users to provide feedback on ads on
and off the Rubicon Project exchange. The innovative user interface
introduces the following key capabilities:
- Snooze or block the ads you don't want
- Like the ads you do want
- Save ads for later
- Build a taste profile in 59 seconds
- Search for specific categories and see ads tailored for your
expressed interests
To request a private beta invite, visit
www.ProjectAwesome.xyz
About Rubicon Project
Founded in 2007, Rubicon
Project's mission is to keep the Internet free and open and fuel
its growth by making it easy and safe to buy and sell advertising.
Rubicon Project pioneered advertising automation technology to
enable the world's leading brands, content creators and application
developers to trade and protect trillions of advertising requests
each month and to improve the advertising experiences of people.
Rubicon Project is a publicly traded company (NYSE: RUBI)
headquartered in Los Angeles,
California.
Contacts
For Rubicon Project
Eric Bonach
310-207-0272
press@rubiconproject.com
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SOURCE Rubicon Project