Rubicon Aims To Revamp Ad-Server Model
ADOTAS – The Rubicon Project today announced the launch of a free ad server for Web site publishers that is specifically designed to manage multiple ad networks. Rubicon also released an enhanced version of its Ad Network Optimization.
The Ad Network Ad Server is compatible with hundreds of interactive advertising networks, including all of the heavy hitters.
“Web sites told us that ad network management was their #1 pain point. So we created and defined the Ad Network Optimization category,” Frank Addante, CEO and founder of the Rubicon Project, said in a release. “Since our launch, Web sites have told us existing ad servers aren’t built to effectively manage ad networks. So today we deliver our new, free, Ad Network Ad Server. These advancements underscore our commitment to optimizing the relationship and revenue between Web sites and ad networks.”
Addante told Adotas that Rubicon is attempting to completely revamp the outmoded ad-server model – a model that hasn’t changed in 10 years. Rubicon has found that only about 20% of inventory is sold directly to Web sites, while 80% just gets farmed out to ad networks.
“I haven’t seen an ad server like ours that deals with ad networks on the yield-management side so that publishers can manage the 80% of ads that go to ad networks,” Addante said.
Rubicon’s Ad Network Ad Server provides consolidated reports for publishers about multiple ad networks in one place.
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