Rubicon Project, the leading online ad tech solutions provider, has announced a key partnership with cross-device marketing platform Tapad. The latest martech collaboration will offer a unified, cross-device ad campaign delivery solution within the programmatic ad space.
The relationship with Rubicon Project heralds the integration of Tapad’s cutting-edge tool Device GraphTM across ad exchange and Orders platform. It will offer a scalable bespoke advertising automation model with a state-of-the-art cross-screen solution. It will allow advertisers to reach out to existing customers via mobile through a seamless cross-device delivery model.
“Cross-device delivery is crucial for buyers today, with more than 81% of Internet users currently relying on more than one device for digital access,” stated Harry Patz, CRO at Rubicon Project.
Buyers using Rubicon Project’s exchange to find and engage audiences across their entire digital experience can leverage Tadpad’s Device GraphTM to expand their high-value display data signals to associated mobile devices, significantly improving consumer mobile reach. Rubicon Project operates one of the world’s largest mobile exchanges and automated advertising marketplace connecting to approximately 1 billion unique mobile devices globally.
“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,” claimed Pierre Martensson, general manager of Tapad’s data division and APAC.
Rubicon Project Exchange is a robust ad tech platform that features one of the largest Cloud and Big Data computing systems in the world, leveraging 50,000+ algorithms and billions of data points on a real-time basis. It analyzes 9 trillion ad bid requests per month, powering 300+ real-time data-driven decisions per transaction, offering off-the-shelf integrations to maximize mobile and web app monetization.
Automated advertising platforms delivering programmatic ad campaigns with omnichannel capabilities are enabling marketers to switch over to mobile-first strategies. As advertising campaigns move away from desktop towards a mobile-first model, cross-device analytics becomes fundamental in finding and targeting consumers.