Frank Addante, CEO and Co-Founder of Rubicon Project wants to “keep the Internet free and fuel its growth.” His team plans to do this by helping publishers make money from under-utilized online ad space.
Addante describes Advertising 1.0 as relying on content as a proxy for advertisers to reach an audience. He says Advertising 2.0 is advertisers using keyword search as a proxy to reach audience.
But, both these methods were inherently flawed – proxies serve as good “guesses” on consumer interest and intent but as 2.0, and, dare I say it, 3.0 showed us – consumers are complicated creatures and “guesses” just aren’t good enough. Especially when there’s data available.
Advertising 3.0 is all about connecting directly with audience based on analysis of their interests, which means the inclusion of keyword search and content proxies along with broader data intelligence analysis, to empower publishers to truly know their audience’s motives. The trick is, not only giving them the data, but a way to make it actionable, to truly segment every impression to a demand source that’s most appropriate.
In other words, Rubicon Project will provide the tools publishers need to reach relevant prospects, thereby boosting revenue yields from all of the third parties and intermediaries handling facets of their advertising inventory.
Here’s more insight on the company and its aims: