As More Advertising Buying Goes Automated, Rubicon Project Launches New Tools

Aims to streamline market for buyers and sellers

Ad-tech companies The Trade Desk, LiveRamp, Rubicon Project Criteo and Telaria have filed their recent quarterly earnings in the last two weeks.

Ad-tech company Rubicon Project today unveiled two new features that aim to make it easier for the advertising industry to buy and sell automated ads.

The tools were announced at the Los Angeles-based company's 2015 Automation Summit at the Terranea Resort in Rancho Palos Verdes, Calif. And since eMarketer projects that programmatic advertising will hit $20 billion in 2016, Rubicon's timing seems wise.

The first new feature—dubbed Orders—plugs into Rubicon's Advertising Automation Cloud and includes guaranteed and non-guaranteed orders. The tool is meant to help buyers and sellers plan, negotiate and run advertising campaigns. Orders is built to cut down on the number of steps that media buyers go through with non-guaranteed orders, too.

The other tool is called Open Platform, and is designed to give buyers and sellers direct access to Rubicon's ad exchange through a set of APIs, which are used to build applications. According to Rubicon, the API hooks into desktop and mobile ad servers to make more ad spaces available.

"Digital media companies seek to optimize revenue holistically across their inventory, but if their ad servers are not integrated with an auction-based advertising exchange, they're still failing to achieve maximum value," said Neal Richter, CTO and chief scientist at Rubicon Project in a statement.