Thought Leadership

Forrester agrees, we are leaders in sell-side technology

January 18, 2012
By Frank Addante

This week Forrester Research, Inc. named the Rubicon Project a leader in the field of sell-side ad technology platforms in their January 2011 report, The Forrester Wave™: Sell-Side Platforms, Q1 2012, giving us, among other accolades, a 5.0 in Implementation & Performance and 5.0 in Malware & Ad Quality Protection. The highest score possible in both categories was 5.0.

For Malware & Ad Quality Protection, we’re particularly proud of this high score, given our industry-unique technology, Helix. Through the REVV platform, Helix scans publisher sites 24/7 for unwanted ads to defend against channel conflict and control ad quality.

Of course we care about revenue performance more than anything else; it’s the bread and butter of our comScore 500 publishers’ businesses, and it’s the cornerstone of ours. The recognition from Forrester is great, but it’s the large percentage of comScore top publishers who rely on us to consistently outperform their revenue goals that really get us fired up and drives innovation.

The report noted a particular key to our success in revenue performance on behalf of publishers, our “innovation around bringing new demand sources to publishers.” Our innovation on this front has always been a priority, and you can expect to hear more exciting updates on this front in the early part of this year.

Other areas that we were rated on in the report include: Publisher Protection and User Interface & Reporting.  Since we know all of these areas are equally important to publishers in driving their online ad revenue, while protecting their brand – our team continues to focus on innovation across the entire REVV platform. Highlighting these efforts, Forrester notes that we are “aggressively ramping up… development efforts and turning once-distinguishing platform features into table stakes.”

We are honored to be named a leader in Forrester’s Wave focused on Sell-Side Platforms. As this report clearly demonstrates, the market is fragmented with vendors offering a variety of products and services intending to help publishers best meet their business needs. As the only independent, transparent Real Time Trading platform, the Rubicon Project will continue to focus innovating on behalf of the publisher. In 2011, REVV drove maximum revenue on over 2 trillion ads for top publishers, including 30% of the comScore 100; classified over 60,000 ad creatives to identify their buyer, industry, agency and more; and served real time-traded ads traded to more than 627 million Internet users around the globe. We expect to see significant continued growth this year and look forward to working with the comScore 500 publishers in building and executing a monetization strategy that breaks new records in 2012.


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