Rubicon Project, one of the largest advertising marketplaces in the world, and Zynga, a social game developer, announced that marketers now will be able to access Zynga’s premium guaranteed and reserved inventory via programmatic buying.
The relationship marks a first for Zynga: Now most premium guaranteed inventory will be available to programmatic buyers globally through Rubicon Project’s industry leading Guaranteed Orders marketplace. The inventory includes ad units that combine gamified and native ads–and more–with deep first-party data insights across the highest value placements, including first look, limited interruption and sponsorship placements.
“We are excited to team with Rubicon Project to offer global scale and access to Zynga’s guaranteed inventory in our games,” said Julie Shumaker, Vice President of Sales, Zynga (pictured top left). “By marrying Zynga’s rich data insights and compelling brand experiences with Rubicon Project’s leading automated advertising marketplace we’re making it easier for brands to more meaningfully connect with Zynga’s millions of loyal players.”
Automated guaranteed allows buyers to access premium reserved publisher inventory in addition to unique high impact and custom publisher solutions such as sponsorships, rising stars, in-game and native placements. Rubicon Project’s Guaranteed Orders platform will streamline the purchase, execution and development of gaming experiences with minimal new creative assets required from the client or brand.
“Advertisers everywhere are seeking new and innovative ways to reach highly engaged mobile audiences at scale,” said Joe Prusz, Head of Mobile, Rubicon Project (pictured left). “Today’s game-changing announcement for mobile marketers means that for the first time buyers can access Zynga’s premium content with some of the best data and placements via automated guaranteed at scale. We are thrilled to be the only automated advertising platform in the world today to offer Zynga’s massive array of premium guaranteed reserve inventory to the tens of thousands of buyers who rely on our advertising marketplace to reach and engage consumers.”
Zynga and Rubicon Project will officially unveil the new relationship on stage at the 2016 Consumer Electronics Show in Las Vegas on January 7.