FastLane, the Enterprise Header Bidding Solution from Rubicon Project

What is Header Bidding?

  1. When a user visits a page, code in the page header calls programmatic demand sources to bid on the impression
  2. An auction is run to determine the actual market value for the impression
  3. The bid information is sent back to the page
  4. The bid and all the other standard targeting is sent to the ad server
  5. The bid helps the ad server better determine which line item should serve
  6. The relevant ad is served to the user

What is FastLane?

As Rubicon Project’s full-featured solution to header bidding and bidder management for publishers and app developers, FastLane empowers you to:

  • Fully optimize and control your programmatic demand across all devices and formats.
  • Expose every impression to Rubicon Project’s unparalleled programmatic marketplace generating powerful competition at every priority level of your ad stack.
  • Receive the tools and flexibility you need to manage multiple header bidder partners, intelligently allocate your inventory, and exceed objectives of your agency and advertiser clients

How can FastLane benefit me?

Working to enhance the programmatic experience for both sellers and buyers, FastLane can:

  • Allow sellers to intelligently allocate premium inventory like never before, providing buyers access to valuable audiences and impressions at all levels of the ad stack
  • Enable both buyers and sellers to maximize the power and intelligence of RTB to execute new deals at scale never before possible
  • Provide buyers and sellers with the flexibility to strike unique private marketplace agreements at all levels, engaging PMPs with inventory segments including those with top priority

The Lanes

FASTLANE CORE FEATURES

FIRST LOOK

Maximize your buyers’ opportunity to take advantage of audience scarcity by providing specific agencies and their advertisers with a true ‘first look’ at your inventory

Control top of the stack demand just like the private and open marketplaces by giving buyers the best access to programmatic users who are typically consumed by guarantees

GUARANTEED

Guarantee the inventory and audiences that your campaigns demand, transparently transacted via programmatic (RTB) execution

Open up more premium sections of your sites to data-driven ad buyers, allowing them to find the audiences they desire at scale

PRIVATE MARKETPLACE

Control programmatic deals the same way you have always done with your traditional campaigns by placing a deal, or groups of deals at any level of the ad stack

Drive stronger buy side relationships and performance by offering specific prioritized deal levels during negotiation

Create 3 to 5 named deal tiers that are prioritized in your ad server ahead of open marketplace or standard private marketplace deals and use these to negotiate with buyers in an understandable way

OPEN MARKET

FastLane dynamically provides the accurate price of each impression to your ad server for more intelligent inventory allocation

Create fair competition by making your captive demand sources work harder for you

Reduce costly ad server passbacks

Maximize your buyers’ opportunity to take advantage of audience scarcity by providing specific agencies and their advertisers with a true ‘first look’ at your inventory

Control top of the stack demand just like the private and open marketplaces by giving buyers the best access to programmatic users who are typically consumed by guarantees

The Controls

Installer

  • Easily configure your demand into deal and/or price tiers through a simple user interface.
  • Automatically create ad server line items and associated key value pairs.
  • Traffic deals directly from the Orders platform.

Traffic Queue

  • Strike trading agreements and automatically traffic new deal id’s or line items within your ad server right from our Orders marketplace UI
  • Monitor your ad queue and use drag and drop functionality to easily prioritize ad server line items

Data & Insights

  • Analyze partner responses, timeouts and discrepancies to ensure your setup is as efficient as possible
  • Report by deal or price tier to monitor and optimize revenue opportunities

Brand Protection

  • Apply our industry leading brand protection and security to all your programmatic inventory
  • Gain instant, real­-time insights into the ads served onto your site and easily report objectionable ads directly to Rubicon Project via Vantage

Partner Manager

  • Easily add or remove partners without additional development work
  • Pass all responses to the ad server
  • Enforce timeouts across all parties
  • No additional development work for existing FastLane customers

Content Links

For more content on Header Bidding, read more here.

Find Out More About FastLane