Those new pricing models could be an enterprise or software-as-a-service model instead of a percentage of media spend.
In the call, Rubicon addressed two more hot topics in the industry: header bidding and ad blocking.
Rubicon touted the release a few months ago of a second-generation header-bidding product, dubbed Fast Lane. Average CPMs for its sellers using header bidding were 50% higher than CPMs achieved in non-header-bidding setups.
As for ad blocking, CEO Frank Addante said that the company would roll out a product to publishers and application developers that would address the two main reasons why users install ad blockers: slow load times and disruptive experiences. He wouldn’t give a timeline for the product release beyond saying it would happen in the “near future.”
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