Bidders, Bidders Everywhere: Rubicon Launches New Real-Time Trading Products

Everyone's a bidder now, according to Rubicon Project CEO and Founder Frank Addante. At the Real-Time Trading Summit yesterday in New York (watch video here), the company introduced and demo-ed three new products as part of its Real-Time Trading Platform. According to Addante, these innovations not only incorporate RTB bidders, "but also turn every ad network into a bidder as well as activate self-serve advertisers as bidders."

Here are the product details from the press release:

• "REVV Connect – Marketplace technology enables publishers to package inventory, negotiate and execute advertising campaigns, access performance reporting, and manage billing. REVV Connect allows publishers to attract real time buyers to run brand campaigns on premium inventory, and enables publishers to create custom Marketplaces to attract high CPMs and simultaneously provide better performance for Buyers.

• "REVV Creative Control – Technology that makes it safe for even the most brand sensitive publishers to transact in a real-time trading environment. REVV Creative Control enables publishers to go a step beyond traditional advertiser level blocking and allows them to pre-approve and classify each individual advertising creative in real time. REVV Creative Control will open up more premium inventory – much of it never previously available in the automated trading marketplace – to real trading buyers.

• "REVV OS – Puts publishers back in control of revenue operations with a real-time dashboard view of all revenue. REVV OS integrates with the vendors and systems the publisher selects to present insights into total online revenue, spend by each advertiser, and trend data. Publishers will be able to make better informed decisions, react faster to issues and opportunities and reduce the costs of managing many complex systems and vendors."

Up to date on the latest happenings in the automated trading space? OPS Markets will bring digital advertising leaders and ops professionals together to discuss and develop best practices for operational excellence in the evolving automated landscape. Register today for OPS Markets, which will be held April 18, 2012, in New York.