From the Wires
Glam Media Launches Private Marketplace Powered by Rubicon Project
By: Business Wire
Nov. 20, 2012 10:59 AM
Glam Media, Inc. (www.GlamMedia.com), a leading vertical social media company with the largest online global reach in lifestyle, today announced it has launched an invite-only premium private marketplace powered by REVV Connect®, Rubicon Project’s real-time trading platform. In partnership with Rubicon Project, the leading advertising technology company for the comScore 500, advertisers will now have access to custom contextual packages and advanced audience targeting.
“Our private marketplace was launched to service our current advertisers by meshing new technology with brand needs, offering an alternative place to move dollars that were previously earmarked for ad networks and standard RTB,” said Alison Kennedy, Glam Media’s SVP, Sales. “We will be offering the ability for our top clients to buy both programmatically and branded content as part of the same deal.”
Driven by Glam’s partner brands’ desires for the transparency, operational efficiency and data rich inventory available in an exchange environment, Glam’s private marketplace was created to let buyers make decisions against premium inventory using dynamic parameters based on the deep proprietary understanding Glam has about its users. Glam plans to incrementally add premium inventory in an exchange environment for its best partners, and will remain on top of this trend while keeping brand sponsorships intact.
“For us to do a private marketplace, it was key to be able to fully control the targeting segmentation and inventory differentiation within our own technology stack,” said Art Schram, Glam Media’s VP, Adapt Platform. “Rubicon’s forward-thinking and flexible REVV Connect made it easy for us to build a marketplace that allowed for maximum control and differentiation. The resulting setup allows for a really elegant and seamless way to target our premium inventory for our clients, such as combining multiple segment IDs to create a multi-layered, custom segment for brands, and other implementations.”
With REVV Connect®, Rubicon Project’s deal-making automation technology, Glam is now enabled to markup individual impressions with attributes in real-time through REVV API’s. These attributes allow Glam to classify impressions into various inventory segments, execute multiple access, sales and pricing strategies to ensure they are gaining the highest yield possible for their inventory. Through REVV’s real-time rules engine, Glam can now make tradeoffs between the direct demand, RTB and private marketplace demand – implementing a holistic approach to increasing operational efficiency and effective selling. These practices break the traditional waterfall approach of direct first, then RTB and indirect demand, resulting in increased advertising revenues and overall yield.
“We are excited to work with Glam because they’ve developed an innovative strategy on integrating our automation technology to approach this market,” said Frank Addante, CEO and Founder of Rubicon Project. “Glam’s premium content and Glam Adapt ad serving platform fit well with the private marketplace technology we’ve built as part of REVV Connect. We are on a mission to make this industry become more efficient through automation. We’re pleased to be able to help Glam’s advertisers reach this high-quality audience even more easily than before.”
About Glam Media
Glam Media was founded in Silicon Valley in 2004 with a simple, yet powerful idea—that people are the most influential filters for discovering and sharing each other’s most passionate interests. We had a pioneering vision that professional digital content could be both as engaging for consumers and as important to brand advertisers as traditional media—and with the right platform, we could create a next generation media company that could bring the emotion of print magazines and the vivid engagement of television to digital consumers. Our mission is to help people create, discover and share content that they love. At our core, we are an innovative technology company that develops products to enrich the lives of hundreds of millions of people worldwide.
Today, Glam Media is #1 in Lifestyle globally and a Top 10 Media Property—reaching more than 244 million global monthly unique users, as measured by comScore. Glam Media is headquartered in Silicon Valley, California with offices in New York, Chicago, Los Angeles, Tokyo, Munich, London, Paris, Toronto, Mumbai, Pune and Seoul.
For additional information regarding Glam Media, visit: www.glammedia.com.
About Rubicon Project
Rubicon Project® is the leading advertising technology company for the comScore 500 and reaches a global audience of more than 200 million US and 646 million global unique visitors monthly, the largest reach on the Internet (as measured by comScore). Rubicon Project’s real time trading platform, REVV®, helps publishers including 40 percent of the comScore 100 make more money by automating and optimizing monetization of their digital media advertising inventory through a real time auction to digital ad buyers, while ensuring brand safety, pricing control and reduced operational costs. Hundreds of buyer channels (DSPs, Trading Desks, Ad Networks and Exchanges) representing more than 70,000 end advertisers access and bid on inventory through the REVV platform, forming one of the largest-scale transaction marketplaces in any industry. REVV's powerful and highly scalable trading and protection algorithms, running on Rubicon Project’s global real-time cloud infrastructure, process more than double the transaction volume of NASDAQ everyday.
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