Rubicon Project launches new header bidding solution

Anne Freier

In Mobile Advertising. May 13, 2019

Ad exchange Rubicon Project has just launched a new service designed to make it easier for publishers to deploy, configure and optimise their own header bidding solutions.

The Demand Manager is built on Prebid, a universal tech standard for open source header bidding, for a more transparent, flexible connection to 70 exchanges and SSPs.

It is now running in private beta with Discovery Inc., Publishers Clearing House, AutoTrader, Southern Cross Austereo, and Domain among the its first clients to integrate it.

“As Prebid scaled globally, it became clear that publishers had to expend significant time and resources adapting it to their needs, which is unsustainable and unnecessary,” said Tom Kershaw, Chief Technology Officer, Rubicon Project. “With Demand Manager, we see the opportunity to combine the transparency and flexibility of open source with a turnkey service that puts control back in the publishers’ hands so they don’t have to rely on us or anyone else to run their businesses.”

With header bidding, publishers were able to increase revenues whilst buyers had access to better inventory, however, complexities also increased.

With the launch of Prebid in 2017 by Rubicon Project community-driven solutions were created to address such challenges.

“Implementing Demand Manager immediately increased our revenue by double digits,” said Matt Burgess, Business Development & Programmatic Partnerships, Publishers Clearing House. “The solution enables us to lower page latencies and improve our user experience, but the biggest change is how simple and easy it is to transact with all of our partners.”

Key features of Demand Manager include universal performance analytics and UI configuration, integration with the Rubicon Project marketplace for seamless private and guaranteed deals and dedicated technical and yield management expertise.