Publishers need scale when coming together in an advertising co-op argues Rubicon Project
Sears
Publishers looking to play in the programmatic space need to band together to achieve enough scale to convince advertisers they are worth investing in, an international expert has said.
Jay Sears, head of marketplace development for adtech provider Rubicon Project, told Mumbrella: “If you don’t have scale or diversity of product offering you’re putting a lot of impediments in front of you.”
The New York based executive was in Australia to talk about the Pangea Alliance, which has seen international publishers including The Guardian, CNN International, the Financial Times, Thomson Reuters and The Economist band together for their own programmatic offering, which is powered through Rubicon Project.
APEX is not sufficient and is not sustainable. Ego, demand is not forthcoming.
Don’t quite get the 1 + 1 = 3 philosophy around these co-ops. Are individual publishers really going to achieve higher fill rates and higher yields because they put their inventory in a single exchange? oh… that’s right, it’s not just about revenue and yield, it’s about “getting google” – that’ll learn ’em.