Rubicon Project Inc (NYSE:RUBI) reported the initial results experienced by the publishers using FastLane for Video.
Features of the product
The Global Exchange for advertising introduced FastLane which is a video header in an offering bid. FastLane For Video is now in open beta testing and has multiple video publishers. It is also driving double digit percentage CPM rate improves as well as a 10 times competition increase for each of the impressions against the standard tag implementations.
Expectations from the company
Rubicon expects that FastLane for video to available in the market in the second quarter of this year. The most important factor is that FastLane for Video is integrated in the company’s FastLane for display solution hence a publisher with both display inventory and video is in a position to utilize just one header bidding solution.
The company also integrates with the open source Prebid.js head bidding wrapper. This makes it quite easy for the publishers to work with several header bidding providers at the same time if they choose to. More than 75% of Runicon’s premium publishers who are currently utilizing a header bidding wrapper have opted for Prebid.js.
The Chief Technology Officer in Rubicon, Tom Kershaw, stated, “Video is without a doubt, the most exciting, engaging and popular ad format in the market today.” He went further to explain that, ability to provide a range of flexible options of video header bidding varieties, empowers publishers to enhance the value of their audiences as well as secure improved advertiser spend.
Experience with the customers
The success of the company’s customers have experienced with FastLane for Video and Exchange API is a good indicator of the potential ability of header bidding for video as an important way to drive improved value from a highly engaging format.
Significant result have been observed by FastLane beta user, ZEDO. This is a leading global online ad site that offer proprietary and high impact video creative ad formats which assist publishers earn new income.
FastLane For Video out-formed both the VAST tag based integrations and the RTB based server to server integration for video. On testing ZEDO wins rates over the relevant. Campaign which were processed through the FastLane for video technology.
