While many publishers now expose their inventory to multiple SSPs, which commoditizes open auction environments, private marketplaces and automated guaranteed channels are more often set up with an exclusive platform partner.
“A big focus for us has been working with publishers to get exclusive access to the inventory, to make sure the buy side is incentivized” to use Rubicon, Prusz added.
Since most mobile apps don’t even have direct sales teams, Prusz sees guaranteed orders as a way for them to go premium with limited resources.
Although Zynga does have a direct sales team, Shumaker sees Rubicon’s direct orders platform easing the burden placed on her salespeople. Compensation will remain intact no matter how the deal is executed.
Zynga prides itself on a “nimble philosophy with resources,” Shumaker said. “On a per-seller basis we’re doing very well in the mobile ecosystem, and by giving my sales team a broader sales structure to facilitate deals, I’m increasing yield per head without increasing heads.”