Jumpstart Automotive Group has partnered with Rubicon Project to launch a private exchange for auto advertisers. Jumpstart is a division of Hearst Magazines. Included in the Jumpstart Automotive Group are Car and Driver, News Automotive and J.D. Power Autos.
Jumpstart says its publisher partners boast 25 million unique monthly visitors, and says advertisers will have access to “premium” inventory from those publishers through the exchange.
Per the release, the marketplace will support multiple ad units, channels and devices. A Rubicon Project representative told RTM Daily that this includes both desktop display and mobile.
“Jumpstart is a frontrunner in the automotive category representing some of the leading automotive publishers in the digital ecosystem,” stated Kaylie Smith, head of seller cloud at Rubicon Project. She added that the partnership “further validates the movement toward the automated selling and buying of advertising, and better positions Jumpstart to respond to demand from automotive advertisers that are looking for high value in-market shoppers across premium inventory.”
On Tuesday, RTB Insider highlighted the auto industry as a leader in programmatic adoption. In the piece, author Skip Brand wrote that auto advertisers “scale…programmatic private exchanges and real-time bidding for performance, as well as branding.”