the Rubicon Project and AdSafe Partner to Improve Advertiser Brand Safety and Publisher Channel Conflict Protection
LOS ANGELES – The Rubicon Project, the Internet advertising infrastructure company, has significantly enhanced its Rubicon Certified Inventory™ program through a partnership with AdSafe Media, the rating standard of online media. Continuing to provide independent inventory verification to ensure safety and accuracy for ad networks, exchanges, agencies and their advertisers, the Rubicon Project is now integrating AdSafe’s proprietary content analysis technology to provide an advanced level of brand protection. The partnership marks a significant milestone in the improvement of brand safety standards for advertisers and publishers alike, and ultimately for the online advertising ecosystem.
“We deeply value both our publisher and sales channel partner relationships, and recognize that in order to grow our business we must continue to innovate to help them better serve their customers – advertisers. In evaluating potential technology partners, we were impressed with the sophistication of AdSafe’s approach to publisher content analysis; the depth of AdSafe’s multi-layered technology will enable us to uphold the quality and safety of our premium publishers’ inventory more effectively than ever,” commented Craig Roah, COO and Founder at the Rubicon Project. “We look forward to working with AdSafe to continue providing our publisher customers and sales channel partners a platform that provides reach and performance without compromising their advertisers’ brands.”
AdSafe’s content rating technology utilizes leading-edge data science to provide page-level rating of content across multiple categories. AdSafe’s rating algorithm is informed by seven sources of data collected though both proprietary and best-in-breed technologies, such as network analysis, human analysis, image analysis, domain analysis, event analysis and multiple semantic filters. AdSafe provides actionable ratings that allow marketers to understand and select the appropriate content for their brand to appear adjacent to. This technology will work in conjunction with the Rubicon Certified Inventory program’s 26-point checklist to review, analyze and understand publisher content effectively.
For premium publishers, the Rubicon Certified seal delivers access to high-quality, higher priced campaigns for their non-guaranteed inventory – without the risk of damaging their direct sales team’s relationships or sales opportunities through channel conflict. The Rubicon Certified Inventory program ensures that channel partners can sell inventory based on its channel, demography, location and many other factors – but not by publisher brand name.
“Since its launch, the Rubicon Project has been pivotal in reinventing the way publishers monetize their inventory. As more major marketers shift their advertising dollars online, we are seeing an increased flight to inventory quality. the Rubicon Project has been the leader in supporting this trend and we’re excited to be able to help them maintain the quality and safety standard for which they’ve long been known, and which marketers today demand,” commented Kent Wakeford, Executive Vice President of AdSafe.
As part of its inventory certification program, the Rubicon Project screens every potential publisher in a 26-point site vetting process, evaluating every site that runs on the REVV for publishers™ platform on factors including safety, quality and user-generated content as well as classification by channel, site type and verification for demography, geography and conformation to IAB standard ad sizes. Through sales channel partners that participate in the REVV Marketplace, advertisers can safely access 500MM uniques and 45 billion monthly impressions worldwide.
About the Rubicon Project
Headquartered in Los Angeles, the Rubicon Project launched in 2007 with a mission to automate the $65 billion global online advertising industry. The company’s Yield Management Optimization platform, REVV for Publishers™, is engineered to accelerate revenue for premium Web publishers. Backed by $42 million in funding from Clearstone Venture Partners, Mayfield Fund, IDG Ventures and GE/NBC Universal’s Peacock Equity Fund, the Rubicon Project serves premium publishers like NBC Universal, Gannett and CareerBuilder; optimizing more than 45 billion ads each month and reaching 500 million unique Internet users. Ranked second in overall Internet reach worldwide by Quantcast, the Rubicon Project also helps ad sales channels around the world gain access to precise audience-segmented inventory, at broad scale. Yield Management Optimization drives revenue lift ranging from 30-300% for the Rubicon Project’s customers.
About AdSafe Media
AdSafe Media is the rating standard for brand protection online. With AdSafe, marketers’ advertising only appears on sites with content marketers deem to be consistent with their brand’s image, objectives and corporate philosophy. AdSafe protects brand equity by mitigating risk of damaging brand adjacencies, reduces costs and improves response rates to campaigns across the web. For more information, visit www.AdSafeMedia.com.
