Record Video Growth for Rubicon Project in First Half of 2018 Driven by Private Marketplace Deals

Native & Programmatic AdvertisingVideo Marketing

By MTS Staff Writer On Sep 10, 2018

Platform Achieves 70 Percent Year-Over-Year Increase in Video Ad Spend

Rubicon Project, the Global Exchange for Advertising, shared highlights of its video business through the first half of 2018. During this period, Rubicon Project added new video inventory from premium publishers including Univision/FMG, Spotify, Flipboard and Gannett/USA Today Network, and reported that the total number of video buyers on its exchange had eclipsed 23,000. The company also noted that Private Marketplace (PMP) deals contributed significantly to this growth.

Key metrics for Rubicon Project’s video business on a year-over-year basis from the first half of 2017 to the first half of 2018 include:

Achieved 70 percent growth in ad spend;
Reached more than 23,000 video buyers;
Added 3 additional DSP partners, bringing the total to 79;
Onboarded approximately 200 accounts and 2,000 new sites.

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In 2018, Rubicon Project has focused on developing its PMP capabilities to enhance programmatic sales tools for direct premium video supply partners. This work is positioning the company to better serve its clients as audiences and advertising dollars shift towards channels such as over-the-top (OTT) and connected television (CTV).

“As consumers migrate their viewing habits toward mobile and CTV devices, these areas are becoming golden opportunities for buyers and sellers,” said John Peragine, SVP, Global Head of Video at Rubicon Project. “Building a world-class offering that reduces transactional friction between buyers and sellers of video is a major focus for us.”

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Since 2014, Rubicon Project has executed billions of video transactions across 40 countries, underpinning its position as the Global Exchange for Advertising. According to eMarketer, US programmatic video in 2018 is expected to grow by 31 percent year-over-year. In the first half of this year, Rubicon Project’s video business outpaced this average market growth by 35%.

Said Rubicon Project’s President and CEO, Michael Barrett, “We’re optimistic about the growth we’ve seen in our video business and are making significant investments to provide buyers and sellers with the best possible tools to conduct business. 2018 has been a strong year on this front, and we anticipate exciting advances into 2019.”