the Rubicon Project Opens Doors To REVV for demand™

Technology Platform Leverages Publisher-Set Permission Controls to Enable Demand Partners to Increase Efficiency and Transparency, Gain Visibility into Buying Opportunities & Campaign Rules

LOS ANGELES – April 20, 2010 – the Rubicon Project, the digital advertising technology and data company, debuts REVV for demand™ (RFD), a technology platform that enables demand partners who participate in the REVV Marketplace to execute entirely automated inventory and audience buys while gaining actionable insight into publisher transparency rules and ad quality restrictions. REVV for demand builds upon the company’s Permission Control 2.0 technology, which allows publishers to set pricing and transparency controls; before these rules were set it was not possible to automate the buying and selling of inventory safely.

REVV for demand, in conjunction with Permission Control 2.0, is designed to solve the issues that stemmed from the lack of clarity around transactional rules in the digital advertising ecosystem – including channel conflict, data leakage, transparency and ad quality. REVV for demand provides partners (such as ad networks, exchanges, rep firms, other publishers, agency exchanges, DSPs) access to more premium inventory, much of it exclusively available through this platform, than available through any other source.

Through REVV for demand, the Rubicon Project demand partners are enabled to buy inventory how they want (by site, channel, audience), when they want and exactly what they want. With the Permission Control 2.0 technology in place, the rules of engagement between publishers and demand partners transacting on the Rubicon Project platform are clear – making it easier for demand partners to find precisely the inventory that fits their campaigns’ needs, with clear insight into the publisher’s level of transparency throughout the transaction. To ensure safe and high quality inventory, all inventory available through REVV for demand is Rubicon Certified, and verified through AdSafe Media’s proprietary content analysis technology. REVV for demand drives efficiency and provides appropriate, publisher-approved transparency for each campaign to ensure successful transactions and relationships between publishers and their demand partners.

The audience available to buyers through REVV for demand spans the more than 500 million unique Internet users from around the world who visit the top-tier publisher websites that sit on the REVV for publishers™ digital ad technology and data platform.

“Our priority is to provide our premium Web publisher customers with complete control and visibility to ensure they sell every ad impression through the best channel – for the right price,” said Craig Roah, COO and Founder of the Rubicon Project. “In order to deliver on that promise, we continue to innovate technology that makes it easy for the demand partners to transact on the Rubicon Project platform in a manner that is efficient, profitable and safe for all parties. Automating the buying and selling of inventory doesn’t solve all the problems of the process, you have to give both publisher and demand partners the tools they need to effectively execute each step of the process. We believe REVV for demand is the answer to the complexity.”

REVV for demand delivers demand partners a rich set of buying opportunities including:

• Buy Select: Buy premium inventory by site, channel, audience segment, or cookie with unique targeting factors available for each method;
• DataCore Targeting: Applies the one trillion bytes of data added to the REVV platform each day from a broad array of data sources to ensure the right audience is delivered for each campaign;
• Dynamic Pricing: Factors fundamental market demand, inventory value and publisher-determined rules around transparency and pricing to determine the right price – for buyers and sellers - for each impression;
• Insertion Order Tracker: Execute Insertion Orders entirely digitally, including digital signature capability. Once an order is placed, automated alerts keep buyers up to speed as it moves through the approval process; 
• Ad Quality Issue Management: Leverage REVV’s proprietary creative harvesting and ad quality prevention technologies to view and tackle ad quality issues as they arise. Allows demand partners to address then resolve issues directly within the REVV interface to keep campaigns and revenue flowing smoothly; 
• Campaign Reporting: Provides a snapshot of every campaign a demand partner is running through REVV for demand, and drills into campaign performance.

ad:tech San Francisco attendees interested in learning more about REVV for demand should join the Rubicon Project team in Expo Hall Theater #2 on Wednesday, April 21 at 10 a.m. for Harness the Power: Introducing REVV for demand™. Raj Chauhan, Vice President of Global Demand at the Rubicon Project, will be providing an introduction and full demonstration of the product and insight into the new opportunity it creates for demand channel partners.

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