Hong Kong: Rubicon Project, the global exchange for advertising, has announced the completion of its first Asian Connected TV (CTV) integration with Hong Kong’s leading OTT Platform, myTV SUPER. The integration means that media buyers will be able to access TVB’s web, app and CTV inventory through Rubicon Project’s Exchange. Rubicon Project has also indicated it is also exploring opportunities with additional Over-The-Top (OTT) and CTV players across Asia.
According to Yogesh Sehgal, who was recently appointed Regional Manager, Asia for Rubicon Project, this partnership marks important progress for the company in Hong Kong.
“With penetration of 6.9 mil subscriptions in the Hong Kong market, myTV SUPER is the undisputed leader in the OTT and CTV space and we are thrilled to partner with them to power their programmatic sales strategies,” said Sehgal. “Video revenues have been a growth driver in 2018 for Rubicon Project and we are confident of achieving significant growth for TVB through our suite of video products and buyer integrations.”
Benjamin Li, Head of Online Advertising Sales, myTV SUPER commented: “We are excited to be working with Rubicon Project to bring our premium inventory to their platform for programmatic trading. This partnership is a natural step for TVB and we anticipate it will bring significant benefits.”
The announcement comes just weeks after Rubicon Project hosted its first Programmatic Masterclass in Hong Kong for 75 attendees from local publishers, agencies and DSPs. Delegates gained insights into the challenges and opportunities the industry will face through until 2020, as well as Rubicon Project’s commitment to driving better outcomes for buyers, increasing monetisation for publishers and delivering a quality advertising experience to the end user.
Sehgal commented: “With digital advertising expected to capture a 22 percent share of the overall $3.06 billion advertising market in Hong Kong, well informed buyers and publishers alike will enjoy considerable benefits through their adoption of programmatic. It was an honour to be able to contribute to this education process with our Masterclass and we look forward to continuing our proactive education program with interested organisations.”
The partnership with myTV SUPER follows a string of technology related announcements from Rubicon Project earlier this year including opening its exchange to DSPs for programmatic buying in guaranteed private marketplaces. Last month Rubicon Project signed the Principles for a Better Programmatic Marketplace which was developed to form the foundation of the future of digital consumer engagement, clearly explaining how the market should operate, reducing friction, ensuring quality, and increasing value for buyers and publishers.
Rubicon Project also recently announced its Estimated Market Rate (EMR) feature was yielding an average of 20 percent savings for buying platforms over pure first-price auctions and this improved performance has driven swift adoption of the feature, which is now used by 50 percent of DSPs on the company’s platform. Rubicon Project developed EMR’s algorithm to help buying platforms achieve better outcomes in a marketplace where competing in a second, downstream auction has become the norm. The feature works by using machine learning to analyse factors such as inventory type, target audience and CPM, and then finding opportunities to decrease buyers’ initial bids without sacrificing their competitiveness downstream.
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About Rubicon Project
Founded in 2007, Rubicon Project is one of the world’s largest advertising exchanges. The company helps websites and apps thrive by giving them tools and expertise to sell ads easily and safely. In addition, the world’s leading agencies and brands rely on Rubicon Project’s technology to execute billions of advertising transactions each month. Rubicon Project is an independent, publicly traded company (NYSE: RUBI) headquartered in Los Angeles, California.