NEW YORK Advertising optimization firm Rubicon Project has introduced a new technology platform called REVV. The offering promises to help Web publishers attain better pricing and extract more useful data for inventory sold directly to advertisers.
The Los Angeles-based company, founded in 2007, is backed by $42 million in venture funding, including an investment from General Electric/NBC Universal’s Peacock Equity Fund. Originally, Rubicon was launched to help publishers manage multiple relationships with ad networks; its tools were designed to deliver the highest possible prices on inventory, and also to help consolidate billing and reporting.
Now, Rubicon says it can help sites with inventory that they sell themselves. “After we launched the company, we learned very quickly that publishers had a lot more problems,” said J.T. Batson, Rubicon’s vp of publishers. “They would say to us, ‘This sure seems like if you evolved your platform you could help us with a lot of other things.’”
According to Batson, publishers can now use REVV to set pricing and protect against price erosion. In addition, the platform can aggregate audience data from numerous internal and external sources to be used in the ad sales process. “The data market is so fragmented. There is no way that a publisher can integrate this all [themselves],” Batson said.
Rubicon has signed NBCU, Gannett and CareerBuilder to begin utilizing REVV. “Different publishers will use it in different ways,” added Batson.
Of course, Rubicon is hardly the only company to emerge in the growing segment of online publishing services. For example, PubMatic has seen its customer base grow of late; the company announced a deal on Wednesday with The Huffington Post. Plus, both Microsoft and Yahoo have announced intentions to challenge in this arena.