Rubicon Project’s Direct Order Automation Business Surges More Than 150% YoY
More Than 2,500 Buyers and Sellers Adopt Industry’s First and Only Direct Orders Platform
LOS ANGELES, CA. (September 1, 2015) — Rubicon Project (NYSE:RUBI), a global technology company powering the only independent advertising solution to automate the entire digital advertising ecosystem across all inventory types, ad units and channels, today disclosed for the first time the success of its rapidly growing direct order automation business. Managed Revenue from the overall Orders business (which comprises Guaranteed Orders + Non-Guaranteed Orders) grew more than 150% year-over-year in the second quarter of 2015. Rubicon Project’s burgeoning Mobile Orders business also experienced significant growth during that time period increasing by nearly 200%.
“As the market maker for direct order automation, Rubicon Project’s early investments and key acquisitions have given rise to one of the fastest growing segments of the advertising industry today,” said Gregory R. Raifman, President of Rubicon Project. “As the only company in the market with an end-to-end automation solution that includes direct order automation, we are seeing very strong demand for our Orders technology from both buyers and sellers looking to make their businesses more efficient and more profitable.”
Rubicon Project now has more than 2,500 buyers and sellers from many of the world’s largest agencies, brands, publishers and mobile application developers that have joined its first in market Orders platform – including more than half of the comScore 50 most premium publishers.
“We are thrilled to be working with Rubicon Project’s industry leading Orders marketplace solution” said Phil Bohn, VP Programmatic sales at SheKnows Media, the largest women’s lifestyle platform. “SheKnows offers buyers access to the most sought after audiences in the world through the use of Rubicon Project’s innovative Non-guaranteed Orders technology for private marketplace deals as well as Guaranteed Orders to power programmatic direct offerings. Through this partnership, we are delivering increased scale, efficiency and revenue across our premium inventory in both desktop and mobile.”
Rubicon Project’s direct order technology powers its industry leading Guaranteed Orders and Non-Guaranteed Orders platforms. Managed Revenue from the Orders business is expected to accelerate in the second half of the year as the marketplace network effects of premium buyers and sellers coming together within the Rubicon Project Orders platform take hold. According to IDC, the global market for direct orders (Guaranteed Orders + Non-Guaranteed Orders) is forecast to undergo rapid growth, increasing from approximately $8 billion in 2015 to more than $50 billion in 2019.
Guaranteed Orders is an end-to-end solution for the discovery, planning, negotiation and execution of reserved media buys automating the marketplace from buyer adserver through the insertion into seller adserver. This connection enables a bi-directional digital RFP process, and eliminates many of the manual, labor intensive tasks historically required to take a media buy live. The streamlined negotiation and workflow enables sellers to plan and launch directly sold campaigns in a fraction of the time it takes to launch a plan using a more traditional workflow.
Non-Guaranteed Orders provides a modern user interface for private marketplace (PMP) packages and deals. With access to hundreds of buyers, Non-Guaranteed Orders assures the broadest exposure to buyers along with smart promotion of the most relevant packages to be front and center in the buyer’s discovery process.
Tags: Buyers, Direct Orders, Growth