Kaylie Smith, head of the seller cloud at Rubicon, said 25 sellers are using the ad engine product, 60% of them international. The publishers that will benefit most from this technology have “highly sophisticated programmatic strategies,” and usually bring in over half their revenue from programmatic, Smith said.
The publisher trading desk borrows technology from Rubicon’s buy-side bidder, but with interfaces and reporting that make sense for publishers.
With Ad Engine as its publisher trading desk, Business Insider can not only set up advertiser campaigns bidding into its own inventory, it can also bid outside on Rubicon’s exchange.
Meron envisions using this technology if Business Insider chooses to do audience extension on house ads. At the moment, they run when nothing’s left. Using Ad Engine, Meron will be able to look at the true value of a conversion and assign a CPM that will trump a paid placement for the right user.
Giving publishers access to bidding technology for their own purposes arms the sell side for a programmatic future. Meron, as she dives deeper into the product, professed to having a “grand vision” of “being really strategic about how we put things in [the Ad Engine]” as it figures out the possibilities of having a sell-side bidder.