Program Brings Publishers Directly to Media Buyers Making Decisions on 80% US Display Advertising Spend
Donovan Data Systems’ Direct Publisher Gateway Integrates with Rubicon Project’s REVV Platform API; First Project from Newly Created DDS Labs
LOS ANGELES & NEW YORK – the Rubicon Project, the advertising technology company, and Donovan Data Systems (DDS), the acknowledged leader in systems and software for advertising agencies, have entered a partnership to automate the display advertising transactions that are not executed through real time bidding (RTB). The program will offer a new source of revenue for publishers who monetize their premium display advertising inventory on the REVV for publishers™ platform, and enable agencies to trade directly with premium web publishers through iDesk, the DDS digital campaign management tool, stripping out transaction cost and waste on both sides.
The integration of the Rubicon Project’s REVV yield optimization platform for publishers and Direct Publisher Gateway (DPG), offered to agencies by DDS, will be rolled out in a pilot program that includes a select group of media agencies and premium publishers.
“We’ve engineered REVV to provide publishers with the tools they need to compete effectively in today’s market, and to deliver access to the most possible demand for their inventory,” said Frank Addante, CEO and Founder of the Rubicon Project. “Our partnership with DDS and the integration of DPG with the REVV platform will bring publishers a new source of demand for their inventory, while guarding against sales channel conflict and protecting premium publishing brands. By automating each transaction on both the buy and sell side, we get closer to our goal of shifting balance in the ecosystem more equally between buyers and sellers – ultimately lifting revenue for our customers.”
“Our track record proves our commitment to direct and efficient trading for agencies and media owners. We’re excited about the partnership with the Rubicon Project,” said JT Batson, President, DDS Digital. “With the release of DPG, we’re focused on enabling agencies to trade directly with publishers, stripping out unnecessary transaction cost and waste.”
the Rubicon Project’s REVV yield optimization platform, which process 250 billion real-time bid transactions per month, is engineered to empower publishers to monetize digital content and data. The integration of DPG with REVV accelerates the liquidity of publisher inventory in the REVV Marketplace, which monetizes more than 70 billion ad impressions each month across more than 550 million unique users around the globe.
DPG is the first project to come from the newly formed DDS Labs, a technology incubator for advertising. “DDS Labs is the latest in a series of investments we’re making to advance the growth and profit-making capabilities of our agency partners,” says Batson. For more on DDS Labs, visit www.donovandata.com/labs/.
About Donovan Data Systems
Donovan Data Systems (DDS) is the advertising industry’s leading systems and software provider. It offers an exceptional range of business solutions that bring operating efficiencies to clients working in advertising agencies. In the rapidly evolving world of media, DDS is working in collaboration with clients and partners to identify, analyze and standardize business processes, to ensure that its clients benefit from unmatched execution, efficiency and interoperability with all industry players. For more information about DDS, visit www.donovandata.com.
About the Rubicon Project
the Rubicon Project, the world leader in Yield Optimization technology, launched in 2007 with a mission to automate buying and selling across the $65 billion global online advertising industry. Powered by data-driven algorithms and pricing intelligence data, REVV, the company’s yield optimization platform, has optimized more than 1,200,000,000,000 (one point two trillion) ad transactions for more than 350 of the largest properties on the Internet and processed 500 billion RTB transactions in Q4 2010. REVV helps premium Web publishers like NBC Universal, Time Inc., Gannett and CareerBuilder make more money by optimizing their ad space, eliminate unnecessary ad operations costs and protect their brands. The platform powers the REVV Marketplace, the world’s largest premium display advertising marketplace. More than 600 ad networks, exchanges and DSPs access premium inventory and audiences through the REVV Marketplace and its unparalleled reach of more than 550 million unique users. Headquartered in Los Angeles, with offices in New York, Seattle, London, Paris, Hamburg and Sydney, the company is backed by $60 million in funding from Clearstone Venture Partners, Mayfield Fund, IDG Ventures Asia, GE/NBC Universal’s Peacock Equity Fund and News Corporation.