Rubicon Project launches in-app header bidding feature

Anne Freier | December 16, 2015

Mobile Advertising

Rubicon Project recently announced that its latest header bidding feature, FastLane, is now available following a triple-digit CPM rate increase during beta this year. In addition, the company is rolling out an in-app header bidding solution.
Rubicon Project rolls out beta for in-app header bidding feature
Joe Prusz, Head of Mobile, Rubicon Project, says:
joe prusz

“Premium publishers and the top mobile app developers have struggled to achieve the robust pricing that desktop inventory commands, even in the highly-curated inventory packages they offer in mobile private marketplaces. As the only header bidding solution in the market today for both desktop and in app inventory, FastLane for Mobile Apps empowers publishers and app developers with the pricing intelligence they need to command premium pricing for their mobile audiences – increasing fill rates and spurring the growth of mobile CPMs – across both open auction and mobile private marketplaces.”

Rubicon Project first released header tags with its Real Time Pricing feature in 2012 and announced FastLane in October. The success of FastLane has been reported by desktop publishers with CPM rates of up to 300%. Over a third of top US comScore top 50 publishers integrated the FastLane header tag. Rubicon Project says its expects most of its desktop and mobile publishers to use FastLane in 2016.
Kaylie Smith, Head of Seller Cloud, Rubicon Project, adds:
kaylie smith

“Publishers and mobile app developers alike are constantly looking for ways to improve the campaign performance for their marketers and maximize their ad inventory – with FastLane they are provided a simple, automated management solution that increases managed revenue and CPM rates. We have been in the header bidding game for quite some time, blazing a trail with the industry’s first header bidding solution in 2012, which is why we are so excited to announce this completely new and reinvigorated iteration. FastLane is truly the future of header bidding, representing an efficient and effective way to allow demand to compete to bring the highest value while delivering the best ad experience for the consumer.”

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