FastLane for Video is a new video header bidding offering that offered 19% lift in total publisher video revenue for beta user ZEDO
Rubicon Project, the Global Exchange for advertising, revealed that its new product, ‘FastLane for Video’ is driving double-digit CPM rate increases for publishers and a 10X increase in competition for each impression versus standard tag implementations. FastLane for Video a new video header bidding offering is now in open beta testing with multiple video publishers with an expected launch in the second quarter of 2017.
It is integrated with RUBI’s FastLane for Display solution to allow publishers for utilizing a single header bidding solution for both videos and display inventory. In addition, the company also supports the open source Prebid.js header bidding wrapper that provides options of multiple header bidding providers. Prebid.js is chosen as a header bidding wrapper by over 75% of Rubicon’s premium publishers.
“We’ve been pleased to partner with Rubicon Project and ZEDO in leveraging the benefits of video Header Bidding to drive higher yields for video across Star Tribune properties. This pioneering capability provides a level playing field for buyers interested in Star Tribune inventory while ensuring we maximize the value of our audience in the marketplace.” — Ray Faust, Vice President of Emerging Media Sales at Star Tribune Media Company
Tom Kershaw, Chief Technology Officer of Rubicon Project, said, “Video is, without a doubt, the most exciting, engaging and popular ad format in the market today. Being able to offer a flexible variety of video header bidding options empowers publishers to improve the value of their audiences and secure enhanced advertiser spends. The success our clients have seen with Exchange API and FastLane for Video reveals the potential of header bidding for video as a key way to drive increased value from a highly-engaging format.”
Remarkable Beta testing results with ZEDO
FastLane for Video beta user ZEDO has experienced a remarkable lift across its overall video business. The implementation with FastLane for Video across both standard web (desktop) and mobile websites, resulted in–
- 19% lift in total publisher video revenue
- 11% lift in total publisher video fill rates
- 7% lift in publisher average CPM
Paul Prior, President of ZEDO, observed, “Page yields for publishers using our Outstream video solution together with Rubicon Project’s FastLane for Video have increased exponentially compared to standard tag implementation.”
He further added, “In addition, agencies and brand advertisers have benefitted from a material increase in premium, first-look biddable inventory, coupled with a much higher user/audience match rate. Page latency for the user has been reduced as well. This has resulted in a win-win-win for publishers, buyers, and consumers of our Outstream video.” ZEDO is leading global online ad platform partner offering proprietary, high impact video creative ad formats that help publishers generate new revenue.
Outperforming RTB and VAST tag based Integrations
FastLane for Video consistently outperformed Real Time Bidding (RTB) based server-to-server integrations for video as well as Video Ad Serving Template (VAST) tag based integrations. When tested with ZEDO, win rates across relevant campaign KPIs processed through RUBI’s FastLane for Video technology included —
- 17% lift in CPMs as compared to a Tag based integration
- 8x more ad responses compared to a Tag based integration
- 6x increase in revenue compared to a Tag based integration;
- 5x increase in paid impressions from FastLane for Video as compared to a Tag based integration
Founded in 2007, Rubicon Project went public in April 2014. It engineered the Advertising Automation Cloud, one of the largest real-time cloud and Big Data computing systems. Fox, Reddit, Spotify, CNN, and Financial Times are among the 500000 brands that bid through Rubicon Project exchange in real-time. It claims to make 12 trillion bids per month and 5 million bids per second.