Rubicon Project acquires RTK.io for $11 million to bolster header bidding for publishers

Anne Freier

In Mobile Advertising. October 22, 2019

Rubicon Project, the online ad tech company based in America, has acquired header bidding solutions provider RTK.io for $11 million.

The move aligns with the Rubicon Project’s ambition to meet the needs of publishers globally with its Demand Manager – the company’s header bidding solution. Demand Manager is already being used by publishers including Business Insider, Auto Trader, LA Times and Discovery, among others.

“RTK shares our commitment to open source and our passion for serving publishers with powerful tools and incredible client service,” explained Michael Barrett, president and CEO of Rubicon Project. “The company has a strong group of header bidding experts and Prebid developers that adds depth to our already great team. Together, we will accelerate our shared vision of helping publishers regain control of their monetisation and make quick, informed decisions to grow their businesses.”

RTK was founded in 2014 and provides an ad operations infrastructure that makes ad technology more efficient. The company’s user interface allows publishers to configure, install and implement header bidding. It also provides analytical tools.

“We are thrilled to be joining Rubicon Project and look forward to being part of the Demand Manager team,” said Gareth Glaser, co-founder and CEO of RTK. “Rubicon Project’s resources and footprint supporting our integrated product will enable us to bring new levels of service and innovation to publishers globally, and to further our shared vision of bringing a transparent and collaborative approach to the industry.”

Rubicon added that it plans to combine its Demand Manager with RTK’s solution into a single unified offering for publishers.