• by Tyler Loechner  @mp_tyler, October 15, 2014

WPP’s Kantar Media on Wednesday announced the addition of Rubicon Project inventory to its SRDS.com programmatic media planning and buying platform. The SRDS programmatic component officially launched in late July with iSocket, BuySellAds and ShinyAds as inventory launch partners. Rubicon inventory was already expected to be rolled in, as is inventory from PubMatic, OpenX and Adslot.

Kantar claims that 20 Rubicon clients have already made seasonal and topical inventory packages available to SRDS users. 

“By integrating private marketplace inventory from Rubicon Project into our platform, buyers have a centralized way to view, compare and purchase programmatic inventory from top publishers and mobile app developers," stated Dina Srinivasan, SRDS managing director of emerging media at Kantar.

“We are excited to be working with Kantar Media on the SRDS platform,” stated Rubicon’s  Head of Seller Cloud, Kaylie Smith. “SRDS is a way for us to bring additional buyers to our customers, ensuring that they get the greatest possible return on their inventory.”