Rubicon Project On Mediaweek Article

This post follows up on an article this week by MediaWeek’s Mike Shields in regards to concerns publishers have about agency demand-side platforms (DSPs). Read the article. In the article, Shields said that Rubicon Project met with some of these publishers. A Rubicon Project spokesperson provided the following responses. Did Rubicon Project meet with “about a dozen of the Web’s biggest publishers” last week?

RP: No – the overall number was far greater, but in general, yes. And since the Mediaweek article, still more major publishers have been reaching out to us to find ways to solve some of the pressing problems they are facing. We are always meeting with our publishers to discuss how they can regain control over pricing and effectively leverage available channels. As for any one specific meeting – too soon to say.

Do large web publishers fear agency demand-side platforms?

Historically, technology and/or platforms that have been designed specifically for the demand side have been wonderful for buyers, but have driven a loss of control and leverage for publishers. That’s the root of publishers’ fear about these platforms, which Mike Shields documents clearly in his interview quotes from Kyoo Kim of MSNBC, for example. Publishers are expressing this concern to us – privately and publicly – more than ever lately.

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  1. So since the wording is unclear, rubicon project, did you actually meet with more than a dozen publishers in one meeting about the problems with DSPs? From the MediaWeek article that is what it seemed like, and your answer above doesn’t really clarify. a simple yes or no to the direct question will suffice. thank you

    • Tyler Fitch

      Charging 20+ percent of all your revenue seems insane to me. Especially when you can build DSP platforms on top of your inventory fairly easily for free. The numbers just dont add up..

  2. Just a clarification. there haven’t really been platforms designed for the demand side historically — what you have had before is ad networks who service both the supply and the demand side. Folks who are each dedicated to either the demand OR the supply side make a lot more sense – you the publisher (or Rubicon acting on your behalf) should maximize yield for yourself, and we the demand side (advertiser/agency/platform) should maximize performance for our advertisers. One party can’t effectively do both consistently – the conflicts are pretty clear. so there should be a natural tension between the demand and supply side but we both need one another! I encourage public discussions of any such concerns…

  3. I second Rob’s comment. He is exactly right. It is finally time for advertisers to be able to transparently,efficiently, and effectively buy media at scale. Helping them do that better will grow the pie for everyone.