Metamarkets, which provides interactive analytics for programmatic marketing, said it has partnered with adtech firm Rubicon Project to help digital marketers tap into its programmatic marketing data.
Media buyers on Rubicon Project’s advertising automation platform, which it said reaches approximately 1bn consumers across 1m websites and 20,000 apps, will now have access to Metamarkets’ interactive analytics dashboards to help purchase mobile, video and desktop inventory more effectively in real-time.
Per Metamarkets, this will enable a streamlined inventory discovery process that, in turn, will allow buyers to direct more spending through the Rubicon Project Exchange.
“Metamarkets’ dashboards provide a valuable way for our buyers to discover audiences and optimize their campaigns by drilling down on fresh programmatic data,” said Bill Wolfe, vice president of product management for mobile apps at Rubicon Project. “This collaboration represents a further step forward in advancing our mission of making it easy and safe for buyers to reach their desired audiences, drive brand engagement and fuel customer acquisition.”
Metamarkets CEO Mike Driscoll added: “Buyers leverage Metamarkets dashboards to increase their bidding activity and spend, which in turn raises mobile eCPMs and revenue for publishers. Adding interactive analytics will allow [Rubicon Project] to increase transparency with its buyers, give them fast and easy access to programmatic data and reveal instant insights on how their campaigns are performing.”
The news comes as Rubicon Project has had something of a rough go of it lately, most recently losing President Greg Raifman and seeing News Corp. offload its investment. That was after it announced it was laying off 19% of its global workforce and it ceased providing intent marketing services and closed its Toronto office – and it is reportedly exploring a sale.