News Limited moves into real-time bidding

By By Wenlei Ma | 26 November 2012

News Limited has waded into real-time bidding in a partnership with Rubicon Project, marking the first time the media giant has offered domestic inventory through a real-time bidding platform. 

Rubicon Project will manage News Limited’s real-time trading, which allows brands access to programmatic buying of its online ad inventory. Initially, the private exchange will offer inventory across 11 categories including lifestyle, business, news and sport.

The exchange is invite-only and media agencies which were extended the offer have accepted and are already trading on the platform.

The deal is also Rubicon Project’s first foray into the Australian market.

News Limited head of commercial development Jason Barnes said: “We are delighted to announce Rubicon Project as our official ad trading technology partner. Rubicon Project is an international leader in advertising technology and the largest independent automated trading platform.

“Real-time bidding continues to grow internationally. In the US, by 2015, it is expected that 27% of online advertising revenue will come from real-time bidding. We can expect similar outcomes here. The opportunity to sell our advertising through real-time bidding engages new advertisers with our brands, increases yield, improves efficiency and, in-turn, increases profitability.”

Rubicon Project general manager international Jay Stevens said: “Real-time ad trading is growing at a phenomenal pace with most of the world’s largest publishers and advertisers actively trading.

“This move to open domestic inventory to real-time sources of demand is ground breaking for the market. We have a great opportunity to shape the real-time advertising trading landscape here in Australia and the market is well-positioned to take advantage of the efficiencies that real-time trading affords.”

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