PRINCIPLES
I. COUNTERACT RISKS CREATED BY LEGACY TECHNOLOGY: the advertising technology available to publishers is woefully inadequate and has been at the heart of the challenge in monetizing digital content. the Rubicon Project is committed to providing publishers with digital advertising and data technology to correct the following ills:
- Channel Conflict
- Commoditized Inventory
- Marginally Profitable Sale Teams
- Lack of Data Tools
- Loss of Data to 3rd Parties
- Media Waste
- Lost Impressions/Discrepancies
- Legacy Advertiser-Focused Technology
- Malware/Spyware Threats
- Ad Quality Risks
- Complicated/Costly Media Billing
- Manual, Inefficient Sales Process
- Inability To Meet Advertiser Demands
- Inefficient Access to Demand
- No/Low Control Over Channel Relationships
- Price Erosion/Inefficiency
II. COMMITMENT TO TRANSPARENCY: The digital advertising ecosystem is suffering from rampant arbitrage, which hurts not only publishers, but also advertisers, and legitimate demand channels that offer their partners transparency in buying and selling. Demand channels are in a powerful position: they know exactly the audience they need to reach for their advertisers, and are able to buy that precise audience at rates significantly below market, while simultaneously re-selling at a higher price. This is arbitrage, and arbitrage is bad for publishers – and their advertisers, too. We commit to protecting publishers – and in so doing, advertisers – from the risks of “black-boxed” and imbalanced arbitrage-driven systems that prevent publishers from recognizing the true value of their inventory.
III. EFFICIENT & SAFE ACCESS TO ALL SOURCES OF DEMAND: There is a proliferation of companies focused on servicing advertisers who spend online. Continued global expansion and an underlying shift in how digital ad dollars are transacted [e.g. increased use of auction-based pricing, and development of demand-side platforms (DSPs), and real-time bidding (RTB)] will result in more disparate sources of demand for publishers. The advent of DSPs and RTB tools for demand channels adds revenue opportunity for both sales partners and publishers but also comes with the cost of further fragmentation and risk. Our priority is to help publishers gain access to all possible sources of demand through industry-leading technology that automates that access - but with careful consideration of the impact of those technologies on pricing control for publishers. We will provide publishers with a safe, efficient and profitable way to transact with all demand channels available to monetize their inventory.
IV. PUBLISHERS NEED THEIR OWN DATA PLATFORM: Advertisers, agencies and other third parties currently have more data on publishers’ users than the publishers have themselves. Agencies and ad networks have been investing heavily in audience data; they are the largest customers of the third-party data provider market. More often than not, they know more about publishers’ audiences than publishers do. We are investing heavily in the tools publishers need to maintain control over their own data, and the data platform through which they can build better advertising businesses. Our open data platform (engineered for easy integration with third-party data providers) is fully linked into our REVV™ ad technology platform, to ensure efficient and safe synthesis with ad serving, delivery and optimization.
V. CORE PROTECTION FOR CONSUMERS: Consumers do not have enough control or visibility into the data associated with their online identity. We must enable publishers to offer consumer controls and transparency to their users, and commit to working only with demand partners who offer the same consumer protection.
VI. SUPPORT AROUND THE GLOBE & ACROSS ALL DIGITAL MEDIA: We will empower publishers to monetize all digital content through efficient, effective and safe technology and data platforms that address every geography/region where their audiences consume media, covering all levels of inventory.
Power to the Publishers.
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