the Rubicon Project’s latest white paper, “Mechanics of RTB,” explores the world of real-time bidding (RTB) as it relates to publishers of premium websites, and the monetization strategies that incorporate RTB to bring publishers the most revenue possible across all sales channels.

The report explains in detail how RTB fits into the overall online advertising ecosystem, its role in the broader context of yield optimization, the risk and benefits for both publishers and buyers (advertisers and their agencies), what’s ahead for programmatic buying, and – from the publishers’ point of view – programmatic selling.

Authored by Mark McEachran, Product Manager of REVV Protected RTB at the Rubicon Project, highlights of the white paper include:
• RTB 101 – the basic mechanics of real-time bidding;
• The impact of RTB for publishers who include it as part of a holistic yield optimization mix (400% increase in Q410 spend);
• The CPM effect: eCPMs on RTB-enabled inventory on average 143% greater than those paid by non-RTB buyers;
• RTB and the end of Media Waste;
• The Lift Factor: RTB-enabled sites saw 37% lift year over year, or 25% greater revenue lift on average than sites that did not include real-time bidding in their optimization mix.

To download the free report, visit

About the Rubicon Project
the Rubicon Project, the world leader in Yield Optimization technology, launched in 2007 with a mission to automate buying and selling across the $65 billion global online advertising industry. Powered by data-driven algorithms and pricing intelligence data, REVV, the company’s yield optimization platform, has optimized more than one trillion ad transactions for more than 350 of the largest properties on the Internet and reach 500 billion RTB transactions in Q4 2010. REVV helps premium Web publishers like NBC Universal, Time Inc., Gannett and CareerBuilder make more money by optimizing their ad space, eliminate unnecessary ad operations costs and protect their brands. The platform powers the REVV Marketplace, the world’s largest premium display advertising marketplace. More than 600 ad networks, exchanges and DSPs access premium inventory and audiences through the REVV Marketplace and its unparalleled reach of more than 550 million unique users. Headquartered in Los Angeles, with offices in New York, Seattle, London, Paris, Hamburg and Sydney, the company is backed by $60 million in funding from Clearstone Venture Partners, Mayfield Fund, IDG Ventures Asia, GE/NBC Universal’s Peacock Equity Fund and News Corporation.

Published on: 8:13PM on 23rd February 2011