In a pact with Rubicon Project, social games developer Zynga is making all of its directly sold ad inventory available programmatically. This is made possible through Rubicon's guaranteed orders function.
Now, marketers will have access to all of Zynga's ad formats, which include "sponsored play" and "gamified units" guaranteed and reserved inventory, via Rubicon.
The deal marks the first time Zynga has made all of its game inventory available via automated guaranteed. It is also the first time buyers will have access to the full suite of inventory, via automated buying channels.
The deal helps Rubicon set itself apart from exchange competitors by giving it access to premium ad formats. Private marketplaces and automated guaranteed frequently involve exclusive access to a platform partner. Publishers routinely work with multiple SSPs, a trend that has increasingly commoditized open auctions.
Zynga and Rubicon Project will formally unveil the new relationship on stage at the Consumer Electronics Show in Las Vegas on Jan. 7.