• March 8, 2010

The Rubicon Project is bringing its ad optimization platform to mobile phones, allowing publishers to track how well they're monetizing display inventory across all mobile platforms. Built on top of the company's REVV for publishers platform, the mobile extension spans ad-serving, campaign management and ad network optimization.

The Rubicon Project is partnering with mOcean Mobile, Mojiva's mobile ad-serving platform, in launching the new offering. Specific features of REVV for Mobile include real-time reporting, integration with all major third party mobile ad networks, auto-optimization based on criteria including eCPM, and click-through and fill rates, and landing page creation.

The Rubicon Project said the move reflects how mobile is becoming a bigger part of its publishers' overall ad revenue. The company said the mobile expansion was also part of its broader cause to improve ad monetization across all types of digital content. Last month, Rubicon issued a publicity-driven "manifesto" taking aim at the dominant ad-serving technology providers for failing to live up to its own "publisher-centric" standards.

Rubicon follows rivals such as AdMeld and PubMatic that have also recently added mobile to their ad optimization platforms.