Within its own platform, Rubicon saw spikes in traffic on Wednesday among brands vying for lovers’ dollars. “Across Rubicon Project’s marketplace, we see flower brands nearly tripling their average daily spend in the past 24 hours and jewelry brands ramping their spend by nearly 50%,” said Anthony Katsur, head of Buyer Cloud.
Advertisers doing multiple calendar-based buys can turn private marketplaces on and off as needed. A flower brand, for example, can turn on its private marketplace again once Mother’s Day rolls around.
“It’s an ongoing conversation with the advertiser,” Meron said. “We know it’s going to happen, get it all set up, and then all we have to do is turn it on. We have over 100 private marketplace deals, with 50-100 running at any one time. Some are completely finished, some go on and off. It’s super flexible.”
“They key is that they have the ability to make decisions in the buying strategy throughout this short window of opportunity to influence consumers regarding products relevant to Valentine’s Day,” Ham said.