Thought Leadership

Video: Partner Perspectives with

October 8, 2019
By Rubicon Project

Frost Prioleau, CEO of, discusses how industry trends have influenced his business, and the three different types of transparency essential in today’s programmatic marketplace.


What industry trends have you seen this year?

Taking addressability into account for programmatic. So we’ve been always focused on local. When we started on local the definition most people thought of was, like at the DMA level. And then, as things got more targeted, that came down to a city level, then went to a zip level, and then when we talk addressability we’re now being able to target at the household level.

So bringing addressability across all our programmatic types, whether that’s mobile inventory, or desktop inventory, or now OTT and CTV inventory.

What is’s view on transparency?

So we see two types of transparency really, maybe three. One, there’s cost transparency. So in the agency world a lot of it’s about cost transparency. And we have been cost transparent to a fault since we started nine years ago, showing every dime spent on every piece of data, etc.

But the other pieces are inventory transparency, so exactly where your ads are serving on what apps, what sites etc.

And then the third part, which is really coming into focus now, interestingly enough, is data transparency. So a lot of data is hidden in these third-party segments, which are opaque. And so data transparency, really seeing what are the – what’s the unstructured, what are the pieces of data within that, and how much of which data are you using is sort of the third leg of that stool, that’s just coming along more recently.

To learn more about Rubicon Project’s Transparency Initiatives, email us:

Tags: , , , , , ,