Tapad, Rubicon Project launch automated cross-device offering
Tapad and Rubicon Project signed a new global partnership offering a unified, cross-device campaign delivery solution within an automated advertising marketplace.
The Tapad Device Graph, which enables buyers to expand their high-value display data signals to associated mobile devices, will be integrated across Rubicon Project’s leading advertising exchange and Orders platform, significantly improving consumer mobile reach. The new global partnership will empower Buyers within Rubicon Project’s exchange to find and engage audiences across their entire digital experience. Rubicon Project operates one of the world’s largest mobile exchanges connecting to approximately 1 billion unique mobile devices globally.
“We’re excited to partner with Tapad to continue to provide our customers the very best data for managing their advertising businesses,” said Harry Patz, Chief Revenue Officer, Rubicon Project.
“Cross-device delivery is crucial for buyers today with more than 81 per cent of internet users currently relying on more than one device for digital access[1]. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalise on their inventory, ultimately increasing bid rates and mobile revenue across the board,” Mr Patz added.
“Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook. Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most,” said Pierre Martensson, GM of Tapad’s Data Division and APAC.
Barry Adams, VP of Commercial Development at Bidswitch said, “As digital advertising moves away from desktop and increasingly towards a mobile-first model, cross device data will become critical to finding consumers. The rich data buyers will now be able to leverage at scale through the Tapad and Rubicon Project integration will enable us to provide a state-of-the-art cross-screen solution for the 150+ buying platforms that use our service, and the tens of thousands of advertisers they represent.”
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