the Rubicon Project Publishes “Mechanics of RTB” White Paper

LOS ANGELES – February 9, 2011 - the Rubicon Project’s latest white paper, “Mechanics of RTB,” explores the world of real-time bidding (RTB) as it relates to publishers of premium websites, and the monetization strategies that incorporate RTB to bring publishers the most revenue possible across all sales channels.

The report explains in detail how RTB fits into the overall online advertising ecosystem, its role in the broader context of yield optimization, the risk and benefits for both publishers and buyers (advertisers and their agencies), what’s ahead for programmatic buying, and – from the publishers’ point of view – programmatic selling.

Authored by Mark McEachran, Product Manager of REVV Protected RTB at the Rubicon Project, highlights of the white paper include:

• RTB 101 – the basic mechanics of real-time bidding;
• The impact of RTB for publishers who include it as part of a holistic yield optimization mix (400% increase in Q410 spend);
• The CPM effect: eCPMs on RTB-enabled inventory on average 143% greater than those paid by non-RTB buyers;
• RTB and the end of Media Waste;
• The Lift Factor: RTB-enabled sites saw 37% lift year over year, or 25% greater revenue lift on average than sites that did not include real-time bidding in their optimization mix.

To download the free report, visit http://www.rubiconproject.com/market-intelligence-download

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