“FAN developed a lot of technologies to make MySpace inventory valuable such as targeting technologies like MyAds,” Addante added. “They were one of the inventors of RTB. They built up big, massive data centers because they had to have scale to deal with the MySpace inventory.”
Through the integration, Rubicon Project shuttered FAN’s services as an ad network and added the RTB components of its technology to its own RTB offerings. Since then, Rubicon has enhanced its programmatic services for buyers and sellers, in addition to growing its mobile-focused offerings.
Prior to FAN, Rubicon had acquired a Seattle-based malware-monitoring company called SiteScout (unrelated to the Canada-based DSP SiteScout) and Others Online, an ad-targeting technology startup.
And the benefit was mutual: FAN needed a home after its president, Adam Bain, left for Twitter. News Corp. had also considered merging the FAN platform into MySpace.