Business Insider Takes Programmatic Private, Builds Exchange With Rubicon

Business Insider this week announced it has partnered with Rubicon Project to launch a global private exchange for programmatic media trading. It’s a multi-year agreement, per a release, and effective immediately. Business Insider claims to reach over 24 million unique visitors in the U.S.

“Implementing Rubicon Project’s platform will help Business Insider offer data-rich ad-targeting while increasing the efficiency of our ad-serving, both important goals for the company,” stated Julie Hansen, president and COO at Business Insider. “Rubicon Project gives us the ability to automate the selling of our inventory to generate more revenue.”

“This private exchange illustrates the continued trend of successful publishers and application developers moving towards automation,” stated Kaylie Smith, Rubicon’s head of seller cloud.

News Corp. last summer made a similar announcement when it partnered with Rubicon to launch a global exchange. Rubicon also powers private exchanges for other publishers including Comcast Spotlight and Jumpstart.

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