Rubicon Launches Argentina, Hungary Ad Co-Op, Publishers Compete For Search, Social Budgets

Rubicon Project has launched a cooperative in Argentina and Hungary to help publishers compete for advertising dollars against "hyper-efficient models" like search and social.

The publisher cooperative will run on Rubicon's platform, signaling a global trend of publishers coming together to combine programmatic inventory and data aiming to achieve greater scale, efficiency and competitive advantage.

Advertising co-ops are common, but this one aims to help publishers give advertisers more exposure to consumers and better return on investment compared to what they might see in search or social advertising. It introduces the concept in a new region of the world.

Real Premium Audiences (RPA) Media Place will roll out in Argentina, offering access to the premium inventory from some of the biggest media owners, including Infobae, La Nación, Perfil, Telefé and Grupo Clarin, one of the largest media conglomerate in the country.

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RPA Media Place will provide buyers with an exclusive, duplicated audience that comScore estimates reaches 93.6% of the browsers of the digital market, per Rubicon.

The alliance will strive to support improvements in reach and scale, data collection and aggregation, and the automation required to open inventory to tens of thousands of advertisers.

For example, La Place Media in France has nearly doubled in size since its inception, with more than 250 publishers now on board. It reaches 30 million unique users monthly and sen a 70% increase in eCPMs in its second year.

Rubicon reports that the Czech co-operative CPEx has seen similar success by bringing publishers together. It accrued 1.7 billion monthly impressions and experienced a 500% increase on private marketplace revenue year-on-year.

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