REVV for Mobile is a newly launched mobile ad platform that has been designed to allow publishers to sell mobile ad inventory via both direct and indirect sales channels. A brainchild of Rubicon Project, which is an independent digital advertising technology company for the comScore 500, the platform builds upon REVV, Rubicon Project's real-time trading platform.
It is no coincidence that the unveiling of REVV for Mobile follows the acquisition of Mobsmith in May 2012. REVV for Mobile is an integration of Rubicon Project's proprietary mobile ad-server, automatically providing impressions across iOS, Android, Blackberry and Windows devices. REVV for Mobile has been conceptualized to serve as a single ad server for all mobile inventories, and also allows publishers to effectively and directly sell their mobile web and in-app ad inventory on leading mobile devices.
REVV already provides publishers controlled access to more than 70,000 advertisers buying via hundreds of buyer channels (DSP's, Trading Desks, Ad Networks, and Exchanges), and gives ad buyers safe access to premium inventory and an audience of 650 million global unique users and 200 million U.S. unique users. Now, with REVV for Mobile, buyers get access to the similar Real Time Trading marketplace for quality comScore 500 mobile inventory.
"As consumers shift from accessing content on PCs and laptops towards smartphones and tablets, the revenue potential from mobile advertising continues to grow," said Frank Addante, CEO and founder of the Rubicon Project. "Publishers that aren't working with an ad technology partner to automate and optimize their mobile inventory are leaving money on the table. Our engineering team, now including the impressive engineers who joined us from Mobsmith, have worked around the clock to deliver what we feel is the most robust product on the market for offering a direct and programmatic mobile ad platform -- in addition to providing ad buyers a single point of access to the largest independent marketplace of quality comScore 500 display and mobile inventory."
REVV for Mobile is available to U.S. publishers, and will be available to the international market around September 2012.
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Edited by Brooke Neuman