Offers complete real-time trading platform for mobile and display advertising
LOS ANGELES – The Rubicon Project, the leading digital advertising technology company for the comScore 500, has acquired Mobsmith, a mobile advertising platform. Combining Mobsmith’s mobile solution with Rubicon Project’s real-time trading platform, REVV, comScore 500 publishers and ad buyers will have a single platform and marketplace for buying and selling of both display and mobile ad inventory.
Mobile is the fastest growing content medium of all time. In the U.S. alone, analysts expect the market for mobile advertising to reach $2.7 billion by the end of this year, and $7.7 billion by 2016. Mobsmith provides a complete mobile platform for publishers to directly sell their mobile web and in-app ad inventory on leading mobile devices.
Rubicon Project’s REVV helps publishers make more money by automating and optimizing their display advertising sales business. REVV has the largest installed base of comScore 500 publishers including 1/3 of the comScore 100. REVV gives publishers controlled access to more than 70,000 advertisers purchasing through 700 buyer channels (DSPs, Trading Desks, Ad Networks and Exchanges) and gives ad buyers safe access to premium inventory and an audience of 650 million unique users (the #2 network reach of users as measured by comScore).
The combined solution will offer a direct and programmatic mobile ad platform and Real Time Trading marketplace for comScore 500 inventory.
“Just like the online display market, the mobile ad market needs a complete direct and programmatic ad monetization platform. We see an opportunity to leverage our massive installed base of comScore 500 publishers and largest independent marketplace for ad buyers to take a leadership position in mobile like we have in display advertising,” said Frank Addante, CEO & Founder of the Rubicon Project. “We chose to acquire Mobsmith because they have the best product we have seen on the market and the strongest product and engineering team.”
“Our team, including my co-founder, Saket Saurabh, has always been committed to building high quality products that are compelling for both mobile publishers and advertisers. As a result, we’ve garnered the trust of customers such as Babycenter, Netshelter Technology Media and Tripit, who have integrated our technology to successfully monetize their mobile inventory,” said Ingrid Lestiyo, CEO and Co-Founder of Mobsmith. “We’re excited to become part of the Rubicon Project team and continue to provide a full end-to-end mobile platform that generates more revenue for publishers.”
As part of the transaction, Rubicon adds an office in San Francisco in addition to its seven current offices in five countries – further supporting the company’s growth and capability to provide unparalleled service to regional customers and partners around the globe.
This is the fourth ad technology acquisition that the company has completed in the past three years. Ezra Roizen of Ackrell Capital was the advisor to Mobsmith in this transaction.
About Rubicon Project
The Rubicon Project is the leading advertising technology company for the comScore 500. The company was founded 5 years ago with a mission to automate buying and selling for the $50 billion digital advertising market. The Rubicon Project’s Real Time Trading platform, REVV, helps publishers such as Time Inc., Guardian News & Media and CareerBuilder make more money by automating and optimizing their advertising sales business. REVV has the largest installed base of comScore 500 publishers including 1/3 of the comScore 100 and powers the largest independent marketplace for buyers. REVV gives publishers controlled access to more than 70,000 advertisers purchasing through 700 buyer channels (DSPs, Trading Desks, Ad Networks and Exchanges) and gives ad buyers safe access to premium inventory and an audience of 650 million unique users (the #2 network reach of users as measured by comScore). REVV’s powerful and highly-scalable trading and protection algorithms process more than 500,000 transactions every second, resulting in 1 trillion bids and 150 billion monthly trades.
About Mobsmith
Mobsmith is the ultimate turnkey mobile ad-serving platform for premium mobile publishers, ad networks and advertising agencies across the mobile web and iOS, Android, BlackBerry, and Windows Phone 7 mobile applications. The Mobsmith platform powers the full mobile advertising value chain including: ad-serving and targeting, creative tools, as well as tracking, analytics and forecasting. Mobsmith’s customers include Netshelter Technology Media, BabyCenter, TripIt, Universal McCann, Healthline, and Starcom Mediavest among others. For premium publishers and ad networks, Mobsmith provides a full end-to-end mobile direct sales platform that enables sales teams to drive higher CPMs and close rates. For agencies, Mobsmith gives the ability to scale and lower the cost of mobile ad execution by providing a one-stop shop to serve and measure mobile campaigns across all media channels.
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