It acquired programmatic direct players iSocket and Shiny Ads on Monday, adding guaranteed capabilities to its platform. It partnered with Apple’s iAd, ramping up its mobile supply. And last Friday, it hired Adam Chandler as SVP of revenue as the company builds out its buy side.
Rubicon’s CEO, Frank Addante, talked to AdExchanger about the iSocket and Shiny Ads acquisitions, and what’s ahead for Rubicon and the industry at large. The interview was conducted before news broke of Rubicon’s iAd relationship.
AdExchanger: Why make this deal, and why make it now?
FRANK ADDANTE: The simple answer is that the market is ready for direct orders, and automation has become top-of-mind for the largest buyers and sellers in the world.
We already have the integration in place with the sellers and the buyers. Because we’ve got such massive scale, we’re able to apply this capability as another set of features to our platform rather than treating it as a new business.
Were Shiny Ads & iSocket ahead of the market?
It’s better to be early than late, for sure. When we started Rubicon Project in 2007, I wouldn’t say the market was ready for automation; it was something we pioneered, and we spent a lot of time educating the market. They were doing the same thing. Now we get that benefit.
Why structure the deal the way you did, acquiring both companies at the same time?
We wanted to double down and put us in a position to own this market, so we decided to do both. We believe this is going to be a $60 billion direct-order automation market.
We looked at both companies, and they both have great teams and great products, and have specialized in different areas. Both of them have great integrations into the ad servers. Shiny Ads is really focused on the self-service interface.
Where was Rubicon in the market pre-acquisition? Post-acquisition?
We’ve been in market with our direct-orders product for years. It’s another area of the market we pioneered. It didn’t exist before we created it.
We’ve already made great traction, and now Shiny Ads and iSocket give us the rest of the capabilities, particularly around guaranteed automation. We were already ahead of the market, and now we’re squarely ahead of it. (more…)