• by Tobi Elkin  @tobielkin, January 25, 2016

Rubicon Project has teamed up with AdMore, an independently owned automated TV ad platform, and will enable marketers to reach linear TV audiences in more than 100 million Nielsen-monitored homes across the U.S.

The deal with Rubicon's ad marketplace and AdMore wlll enable Rubicon to power the automation technology for AdMore via its Guaranteed Orders platform, bringing programmatic advertising to local television affiliates.

This move is thought to be a step toward facilitating  a more efficient convergence of automated digital and linear advertising, offering marketers the ability to automate audience targeting across both their digital and television advertising needs far more seamlessly.

This move follows news of Rubicon Project forming recent strategic relationships with such out-of-home providers such as Adspace Networks, Inc., Captivate, and BITPOSTER. The partnership with AdMore adds the television marketplace to Rubicon Project’s automation technology capabilities, which previously included traditional desktop and mobile devices, venue advertising in malls, elevators and lobbies, and digital and static billboards.

“Our partnership with Rubicon Project is a nice step forward for the industry -- one that gives pure-play digital media buyers additional comfort in crossing over and reaching the valuable consumer audiences that watch TV," Brendan Condon, CEO of AdMore and its parent company, Media Properties Holdings, told Real-Time Daily via email.