DoubleClick Bid Manager is used by marketers to buy digital ads programmatically; the move by Rubicon Project now gives marketers access to some 35,000 private marketplace offerings. Private marketplace deals allows them to transact on premium inventory without fear of seeing their ads on sketchy sites.
The tradeoff, however, is marketers aren't able to reach as many users on the web. Low impression volume, and poor win rate and targeting are known issues in private marketplace deals.
Still, Rubicon Project feels it has an army of pubs in its private marketplace that should quell any fears marketers may have, as they include traditional outfits like the Weather Channel as well as mobile-only apps such as Spotify and Flipboard.
Both Google and Rubicon Project claim that their partnership will make buying digital ads easier, as marketers who use Google DBM can access Rubicon Project's inventory without logging onto a separate platform.
The company is the "first and only non-Google exchange integrated with DoubleClick Bid Manager," says Tom Kershaw, chief technology officer at Rubicon Project. And Google, he says, is the first company to use Rubicon Project's new Orders API, which allows agencies, trading desks and advertisers to transact private marketplace deals on their buying platform of choice, without logging onto Rubicon Project's own platform.
According to eMarketer, $33 billion will be spent on programmatic ad buying this year and of that, nearly 75 percent will be spent on PMP deals.