TAP Dance: Rubicon Enhances Targeted Audience Program

audience

Targeting premium publishers and their sales channel partners, ad technology firm The Rubicon Project has released new tools to expand their reach, build more customized audiences, and sell a new tier of ad products through its Targeted Audience Program.

Built on the REVV for publishers platform, TAP was designed to help publishers better target site visitors along with other Web users as they travel around the Web.

TAP also allows for the identification of the specific audiences of interest to publishers' advertisers on their own sites and across publisher sites on the REVV platform.

"Publishers, sales channels and brands alike benefit from efficiency of audience targeting," said JT Batson, EVP of Revenue and Global Development at The Rubicon Project. "It results in higher rates and delivery of precisely the audiences that advertisers want to reach."

As of this month, more than 10% of ad dollars flowing through the Rubicon Project's REVV Marketplace are spent exclusively on audience-targeted buys, compared to 5% during the same period last year.

Facing intense competition, Rubicon recently raised an additional $13 million -- of a total $33 million -- in venture funding to fuel various growth initiatives, including strategic acquisitions, research and development, infrastructure and international expansion.

A growing number of startups are competing to help Web publishers better manage ad networks offering to sell their leftover ad impressions.

Companies like the Rubicon Project, Pubmatic, and AdMeld factor in pricing data, available inventory, and publisher guidelines to determine which ad network is sent an ad impression -- work that a publisher's sales force would otherwise be required to perform.

Based in Los Angeles, the Rubicon Project launched in 2007. In the first quarter of 2009, the company reported 150% revenue growth over the fourth quarter of 2008.

The company's publisher clients include Gannett, Salon, Washington Post/Newsweek Interactive and American Greetings.

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