Press Releases

Rubicon Project Unveils Success of Mobile Video Platform “MVP” – The Most Comprehensive Mobile Video Solution for Publishers, App Developers and Advertisers Globally

May 19, 2016

Built with a Focus on Quality Inventory, MVP Reaches More Than One Billion Connected Devices Around the World

LOS ANGELES – May 19, 2016 – Rubicon Project (NYSE: RUBI), which operates one of the largest advertising marketplaces in the world, today announced the initial success of its next generation Mobile Video Platform (“MVP”) as it also announced it has moved from beta to general availability worldwide. Through MVP, Rubicon Project powers the industry’s most comprehensive mobile video solution, offering every mobile video advertising format within one of the highest quality advertising marketplaces in the world. The company also announced that MVP now reaches more than one billion unique connected mobile devices globally.

MVP was purpose-built for the mobile ecosystem, supporting every format of mobile video advertising including user-opt-in / rewarded, native, expandable, interstitial, pre/mid/post-roll, outstream and the latest innovation in video: vertical. The ability to support all major mobile video advertising formats is a key differentiator in today’s marketplace filled with point solution providers. MVP’s comprehensive suite, combined with the depth of quality the platform offers, has fueled rapid growth for the Company’s mobile video offering during its initial beta launch. Mobile video now comprises more than half of all video transacted within the Rubicon Project platform.

“Rubicon Project’s commitment to quality and to offering a comprehensive mobile video solution for both buyers and sellers is a key differentiator in the market today,” said Scott Silverman, Chief Revenue Officer at AerServ, a leading mobile-first video mediation platform. “AerServ is dedicated to solving the complexities of mobile video and as an early MVP partner we have seen significant increases in CPMs. We expect our partnership to continue to grow and scale as more and more advertisers realize the value of reaching consumers with high quality, engaging mobile video content.”

“The core differentiator we are bringing to the marketplace with MVP is the ability for every buyer and seller in the world to utilize one comprehensive solution for mobile video advertising,” said John Peragine, Head of Video at Rubicon Project. “The challenge with mobile video was that there was not one integrated place to buy and sell mobile inventory, regardless of format — MVP was purpose built with precisely this in mind and delivers for both buyers and sellers at all levels.”

With global mobile video ad spend forecasted to grow at a compounded annual rate of 43% through 20191, the future of video advertising is clearly within the mobile ecosystem. Clients have been quick to embrace Rubicon Project’s comprehensive MVP with thousands of premium mobile websites and leading mobile applications utilizing Rubicon Project’s API technology in the first quarter of 2016 to power the sale of mobile video.

“Video on Mobile is truly the sweet spot driving the future growth of digital advertising,” said Gregory R. Raifman, President of Rubicon Project. “We have deployed a very calculated video strategy focused on a mobile-first video solution that offers buyers and sellers access to every mobile video advertising format in the market today. That strategy has enabled Rubicon Project to become the only marketplace in the world to offer buyers and sellers the breadth and depth combination of a top 3 mobile exchange, access to every mobile video advertising format, top tier independent inventory quality rankings and the most widely adopted Orders platform within which to transact.”

1IDC’s Programmatic Forecast (Q4 2015)


Tags: , ,