COMPANY DETAILSThe Rubicon Project

The Rubicon Project

AddressLevel 34, 50 Bridge Street
Postcode2000
CitySydney
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Websitehttp://www.rubiconproject.com/
Bloghttp://www.rubiconproject.com/blog/rubicon/

The Evolution of Online Advertising

As I sit on the eve of the two-year anniversary of the formal launch of this company and its Ad Network Optimization service, I can’t help but reflect on my long road with the Internet advertising industry. It started in 1997 with Starting Point, the 7th most popular site on the Internet and one of the first search engines on the Internet. At the time we had massive reach of the online population.  We made money by selling ads targeted next to content-related results.  It was a brand new world for brands to try and reach their audience. I always saw this as “Advertising 1.0,” relying on content as proxy for advertisers to reach audience.  And then things evolved. The masses discovered the Internet, the boom happened, and suddenly “everyone” was on the Web, and we evolved into Advertising 2.0 - advertisers using keyword search as a proxy to reach audience.

This took us a step closer to the vision of what the Internet could do which was promise, by adding an assumption of consumer intent to advertising, a connection with the audience. But, both these methods were inherently flawed – proxies serve as good “guesses” on consumer interest and intent but as 2.0, and, dare I say it, 3.0 showed us – consumers are complicated creatures and “guesses” just aren’t good enough.  Especially when there’s data available.

Advertising 3.0 is all about connecting directly with audience based on analysis of their interests, which means the inclusion of keyword search and content proxies along with broader data intelligence analysis, to empower publishers to truly know their audience’s motives. The trick is, not only giving them the data, but a way to make it actionable, to truly segment every impression to a demand source that’s most appropriate.

But, to date, that’s been near impossible. Premium publishers have not been given the technology or tools to have the insight and control they need.  The entire industry has been focused on catering to the needs of the advertiser, neglecting innovation on behalf of the publisher.

That’s all changing with the introduction of REVV for publishers– a technology platform that empowers premium publishers by giving them complete control and visibility to best manage their direct and indirect inventory to match every impression with the highest paying demand source. This signifies not only a massive change for publishers, it’s also a big step forward for us as a company, marking an expansion from just focusing on Ad Network Optimization to the entire field of Yield Optimization to best serve the entire needs of premium publishers in their pursuit of making the most of their inventory based on their content and audience.

Needless to say, I’m excited that we get to finally unveil this technology and product suite we’ve been focused on for the past seven months.  It truly is a game-changer Check out our website for full details on REVV for publishers and see how it can REVVolutionize your ad revenue potential.

Power to the publisher!

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