Rubicon Project Bows Ad Optimization Platform
The two year-old online advertising optimization firm the Rubicon Project has introduced a new technology platform, REVV for publishers, which promises to help Web publishers attain better pricing and extract more useful data for inventory they sell 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 those publishers the highest possible price on a given piece of inventory at a given moment in time, and also to help consolidate billing and reporting.
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