Global advertising exchange Rubicon Project has acquired open source header bidding solutions provider RTK.io for an all-cash transaction for $US11 million ($AU16 million).
RTK’s solution is built on Prebid, the same open source framework as Demand Manager, the header bidding solution Rubicon Project launched in May 2019.
The acquisition will enable Rubicon Project to extend its Demand Manager product portfolio and client base.
In the coming months, the company plans to integrate the two solutions to address the growing needs of publishers globally.
Rubicon Project president and CEO Michael Barrett says the acquisition will add "depths" to the company's existing team.
"Together, we will accelerate our shared vision of helping publishers regain control of their monetisation and make quick, informed decisions to grow their businesses," Barrett says.
RTK, founded in 2014 and headquartered in New York City, is a programmatic infrastructure and ad operations company dedicated to making adtech more efficient.
RTK provides publishers with an integrated user interface to configure, install, and implement a complete header bidding solution.
In addition, the company’s reporting and analytics capabilities are extremely fast and flexible, driving better yield management.
“We are thrilled to be joining Rubicon Project and look forward to being part of the Demand Manager team,” RTK co-founder and CEO Gareth Glaser says.
“Rubicon Project’s resources and footprint supporting our integrated product will enable us to bring new levels of service and innovation to publishers globally, and to further our shared vision of bringing a transparent and collaborative approach to the industry.”
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