DigitasLBi, a Publicis Groupe agency, on Monday announced a partnership with Rubicon Project. DigitasLBi will use Rubicon’s “Agency Marketplace” technology to buy high-quality inventory via programmatic.
The “Agency Marketplace” is available within Rubicon’s Buyer Cloud Platform -- the company’s suite of tools for media buyers -- and a Rubicon representative told Real-Time Daily that DigitasLBi is the first agency to use the Agency Marketplace.
Rubicon says that DigitasLBi will get “preferential pricing and a first look at premium inventory.” DigitasLBi will be using Rubicon to buy inventory both via open real-time bidding (RTB) and though private marketplaces.
A Rubicon rep said that, essentially, DigitasLBi’s advertisers will now have closer access to Rubicon’s premium publishers.
"The needs of our clients are constantly changing as they search for better ways to reach audiences at every stage of the consumer journey," said Baba Shetty, chief strategy & media officer at DigitasLBi North America.