Rubicon Project and Integral Ad Science Partner to Deliver Placement-Level Viewability Scores for Video and Display Advertising
February 06 2017 - 9:00AM
Business Wire
Scores Are Provided for Individual Ad
Placements and Delivered Within the Bidstream, Helping Buyers in
the Rubicon Project Marketplace Make More Informed Decisions
Rubicon Project (NYSE: RUBI), which operates one of the largest
advertising marketplaces in the world, and Integral Ad Science
(IAS), the technology and data company that empowers the
advertising industry to effectively reach and influence consumers
everywhere, today announced they have come together to provide
advertisers with reputable, third-party viewability scores for
display and video advertising at the individual ad placement level,
and to deliver those scores within the auction bid request.
“With this important innovation, Rubicon Project and IAS have
significantly advanced the viewability discipline,” said Jeremy
Mason, VP, Business Development, Audience Science. “We look forward
to working with them to bring this valuable data to advertisers
everywhere who seek increased transparency and efficacy across the
purchase, execution, measurement and attribution process.”
“Armed with placement-level predictive viewability scores, media
buyers in the Rubicon Project marketplace can make better informed
pricing decisions, establish accurate performance measurements, and
execute increasingly sophisticated strategies,” said David
Marquard, VP, Product Management, Integral Ad Science. “Our data
will also empower publishers to use viewability as a selling point
including – in the near future – packaging and merchandising high
performing inventory more effectively on Rubicon Project’s
industry-leading Orders platform.”
The combined Rubicon Project and IAS viewability offering is
being made available to IAS clients and partners for display and
video advertising on both desktop and mobile web. It leverages
IAS’s MRC-accredited viewability solution, Rubicon Project’s global
premium publisher catalog and the IAB’s new OpenRTB 2.5 metric
object to reveal in the bid request how well each individual ad
placement is positioned on the page for the consumer to see it.
“Our unique viewability solution will provide buyers with the
data signals they need to make better real-time buying decisions
and successfully execute campaigns across our open and private
marketplaces,” said Tom Kershaw, Chief Product & Engineering
Officer, Rubicon Project. “Placement-level viewability data is also
crucial to publishers, enabling them to evaluate and optimize their
inventory at the atomic level, driving superior performance and
pricing and ultimately maximizing long-term yield.”
About Integral Ad Science
Integral Ad Science (IAS) is a global technology and data
company that builds verification, optimization, and analytics
solutions to empower the advertising industry to effectively
influence consumers everywhere, on every device. We solve the most
pressing problems for brands, agencies, publishers, and technology
companies by verifying that every impression has the opportunity to
be effective, optimizing towards opportunities to consistently
improve results, and analyzing digital’s impact on consumer
actions. Built on data science and engineering, IAS is
headquartered in New York with global operations in ten countries.
Our growth and innovation have been recognized in Inc. 500, Crain’s
Fast 50, Forbes America’s Most Promising Companies, and I-COM’s
Smart Data Marketing Technology Company. Learn more at
www.integralads.com.
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 consumers. Rubicon Project is a
publicly traded company (NYSE: RUBI) headquartered in Los Angeles,
California.
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version on businesswire.com: http://www.businesswire.com/news/home/20170206005144/en/
For Integral Ad ScienceVeronica
Herico415-820-4168integralUS@hotwirepr.comorFor Rubicon ProjectEric
Bonach310-207-0272press@rubiconproject.com
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