Rubicon Project optimises first header bidding solution compliant with Google AMP

Rubicon Project is the first ad tech company to make its header bidding solution compliant with Google’s recently launched AMP project, it was announced this week (28 March).

Header bidding is a technology which those advocating its use claim it helps publishers decide how best to monetise their inventory in real-time. However, detractors of the technology claim that it can lead to an unsatisfactory experience as it can result in delayed load page times.

It can slow down load times while it decides how best to allocate the ad impression; at its core it works counter-intuitively to Google’s AMP project, which was developed to offers users a​ faster and more streamlined mobile web experience.

Rubicon Project claims to have engineered the industry’s first AMP compliant header bidding solution as it works to deliver a better mobile experience for consumers, publishers and brands.

It’s good news for publishers, who cited initial concerns on whether advertisers would get on board with AMP since many ad tech companies did not have the technology in place to be AMP-compliant. This looks to fulfil AMP’s promise to give publishers better control of their user experience, providing better performing pages and speeding up load times without compromising the look and feel of the content.

Rubicon Project’s ​FastLane header bidding solution will now enable publishers to monetize their mobile accelerated pages with minimal page load impact.

“Rubicon Project has long supported efforts, both internally as well as externally throughout the industry, to deliver consumers a faster and more streamlined experience on mobile devices,” said Dr. Neal Richter, chief technology officer, Rubicon Project.

“Latency and heavy webpages overloaded with duplicative and unnecessary tech continue to be some of the biggest concerns consumers have with the mobile web. Engineering innovative solutions, like FastLane, that enable a better consumer experience and deliver greater publisher monetization is at the core of our business. We are pleased to be the first in the industry to offer a header bidding solution compatible with Google AMP enabled sites.”

The FastLane adapter for AMP has been released and accepted by the AMP project. Rubicon Project clients that are already working with AMP­ enabled pages will receive the updated adapter in the coming weeks. The adapter supports both open market and private market functionality from Rubicon Project’s platform.

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