Rubicon Project Adds Header Bidding Tools With RTK.io Acquisition

Ad-tech company aims to help publishers 'regain control of their monetization'

Digital ad-tech company Rubicon Project has acquired a suite of header bidding tools with the $11 million purchase of RTK.io, the second high-profile purchase under its current leadership.

With the all-cash transaction, Rubicon Project now has a set of header bidding tools built on the open-source Prebid standard, which it helped co-found along with AppNexus, that will help simplify ad sales for publishers, according to the company.

The purchase of RTK.io also builds on Rubicon Project’s introduction of a similar header bidding toolset called Demand

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in