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March 17, 2016

Erica Schmidt on Viewability and Ad Effectiveness at the IAB Programmatic Marketplace

Cadreon and Rubicon Project Partner to Power the Programmatic Upfront

LOS ANGELES, CA & NEW YORK, NY (March 9, 2016) — Rubicon Project (NYSE: RUBI), which operates one of the largest advertising marketplaces in the world, and Cadreon, IPG Mediabrands’ ad tech unit, today announced a global partnership to support Programmatic Direct buying.

As the preferred method of transaction shifts to programmatic buying during this year’s Programmatic Upfront, Cadreon will employ Rubicon Project’s Guaranteed Orders platform, the industry’s leading full-stack direct order automation solution, to power the reservation of direct inventory across desktop, mobile, and video advertising.

The new joint platform will help Cadreon manage the centralization of these commitments by providing greater speed, efficiency, and scale to its buyers’ workflow.

Beyond the Programmatic Upfront, Cadreon intends to utilize insights gathered across its network of always-on deals, powered by Rubicon Project’s private marketplace (PMP) solution, to help inform when and where to place Guaranteed Orders.

This data-informed approach to buying strengthens IPG Mediabrands’ commitment to automating its media buying processes through more strategic partnerships with publishers. Moving spend off the open exchange and into PMP and Guaranteed Orders provides increased value, efficiency and transparency for buyers looking to reach consumers across every major form of digital ad unit, device and platform globally.

“IPG Mediabrands has long been committed to providing full transparency to both clients and key media partners in a programmatic environment and so it is only logical that we use the knowledge and information gained in the PMP market to help inform our clients’ guaranteed orders,” said Jon Mansell, Vice President of Marketplace Innovation at Magna Global, IPG Mediabrands’ centralized team dedicated to developing innovative media solutions. “As the ad industry consolidates, the need to make even more data-informed programmatic guarantees will increase. This means migrating off the open exchange and into more strategic partnerships with publishers. We’re excited to be partnering with Rubicon Project as our business moves into an even more data-informed version of reserved buying.”

A core component of the partnership will be the ability for Cadreon to provide brands with deep insights and data analysis from Rubicon Project’s premium marketplace to inform buying strategies. “Utilizing analytics coming out of our always-on PMP partners helps us to identify Guaranteed Orders that will align to our performance goals. Booking orders with this data-driven approach saves us time and saves our clients’ money,” added Mike Miller, Vice President of Campaign Management at Cadreon.

“We are thrilled to be expanding our long-time relationship with IPG Mediabrands through our new collaboration with Cadreon to bring the power and efficiency of automated guaranteed buying to their brand buyers,” commented Erik Hovanec, Head of Buyer Cloud, Rubicon Project. “This partnership furthers Rubicon Project’s mission to bring an end-to-end buying solution to the world’s largest agencies and brands as we bring better targeting and greater transparency to the market.”

About IPG Mediabrands

IPG Mediabrands was founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today, we manage over $37 billion in marketing investment on behalf of our clients, employing over 8,500 marketing communication specialists in more than 130 countries.

IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. Our speed, agility and data smarts ensure we continue to create growth for many of the world’s biggest brands. IPG Mediabrands’ network of agencies includes UM, Initiative, BPN and Orion Holdings as well specialty business units including Magna Global, Cadreon, Ansible, Mediabrands Publishing, Reprise, Rapport and the IPG Media Lab.

About Rubicon Project

Founded in 2007, Rubicon Project’s mission is to keep the Internet free and open and fuel its growth by making it easy and safe to buy and sell advertising.  Rubicon Project pioneered advertising automation technology to enable the world’s leading brands, content creators and application developers to trade and protect trillions of advertising requests each month and to improve the advertising experiences of consumers.  Rubicon Project is a publicly traded company (NYSE: RUBI) headquartered in Los Angeles, California.


For Cadreon:
Grant Lowery

For Rubicon Project:
Eric Bonach

Cadreon’s Lomas: Programmatic Advertising’s Evolution from Science to Art

Trading of online ads using “programmatic” techniques – that is, data-driven or automated – is booming, with eMarketer forecasting the technology will account for 72% of all US digital display dollars by 2017.

But programmatic is also changing. What once was just a more efficient way to trade ad inventory is now also taking on new capabilities.

“Programmatic has been very science-driven, treating humans as if they were equations,” Cadreon programmatic SVP Marc Lomas acknowledges, in this video interview with Beet.TV.

“But now we’re seeing programmatic move up the (marketing) funnel. We’re getting art men looking at the infrastructure an ego ‘how do we use programmatic to tell better stories?’”

Lomas calls the emergence “programmatic creative”, “the fusion of creative strategy and media strategy that adapts to consumer signals in real-time with the inclusion of data”.

Cadreon is IPG Mediabrands’ technology unit, operating its own Audience Measurement Platform (AMP).

A year ago, the outfit teamed up with video ad tech vendor TubeMogul to create a new platform for automating TV ad buying.

Lomas says smartphones can provide consumer signals to inform ad buys on TV and elsewhere.

Watch the interview with Marc Lomas here.

*Article by Robert Andrew, Interview by Beet TV

Cadreon’s View on Brazilian Ad Tech Market; MediaMath & DynAdmic Close Partnership in Brazil

WalterMottaJunior_Divulgacao-1-768x768-copy-300x300This week’s Latin American RoundUp brings details of an interview with Walter Motta Junior, co-director, Cadreon Brazil, in which he analyses the local ad tech scenario. He emphasizes that even though players have evolved to preferred and private deals, there are still a lot of gaps in open-auction approaches, including opportunities for publishers to use their first-party data more effectively. Also, news about a partnership between MediaMath and DynAdmic in the country; and, finally, the latest data about OTT video services in Latin America, which will see Brazil surpassing Mexico in terms of revenue by 2018.

In an interview with ExchangeWire Brazil, Walter Motta Junior, co-director, Cadreon Brazil (pictured left), analysed the local market scenario, emphasizing how the players still need to work on offers thinking about advertisers’ gains with programmatic media.

According to Motta Junior, despite the growth and the evolution that has happened in the Latin American market in the last years, players still need to work on ‘packages’ that are capable of offering tangible advantages to advertisers — including open auctions. The market has been evolving to preferred deals and private marketplaces; however, there are still some gaps in open auction deals.

Read the rest of the interview by Gabriela Stripoli here.

February 24, 2016

Cadreon Brazil Joins Integral Ad Science Certified Viewability Partner Program

IASpartnergraphicSão Paulo, Brazil – February 16, 2016 – Cadreon Brazil today announced it has gained membership to Integral Ad Science’s Certified Viewability Partner Program. Integral is one of the industry leaders in quantifying digital media quality, and Cadreon Brazil’s program membership signifies to both advertisers and media sellers that they are prepared to transact based on discrepancy-free viewability measurement. Setting proper standards and taking the viewability subject seriously also positions the Ad Tech unit ahead of the local market curve.

“Cadreon has been deploying Integral Ad Science’s technologies for quite some time to maximize media effectiveness through its proprietary, MRC-accredited viewability tracking and brand safety filters. We are all very excited to be the first company in Brazil to join Integral’s Certified Viewability Partner Program and will certainly continue to push forward ad quality efforts to better shape our industry.” – Walter Motta Junior, Co-Managing Director, Brazil at Cadreon.

As a member of the Certified Viewability Partner Program, Cadreon Brazil’s advertisers and media partners gain increased operational efficiency, which ultimately creates a relationship that is based on trust and effectiveness.

“We are excited to welcome Cadreon Brazil to our program, and we look forward to continuing to help unify the global digital advertising industry in the United States and beyond,” said Scott Knoll, CEO Integral Ad Science.

Traditionally, media quality measurement relies solely on either the advertiser side or the publisher side, resulting in discrepancies of up to 20 percent. Discrepancies lead to significant issues for both sides of the sale, including transacting, planning and optimizing on quality media. Joining the partner program removes these issues by providing a single, accurate, discrepancy-free number on which both sides agree. Integral is the only third-party advertising verification company that is able to measure and report based on a single number.

To learn more about the Integral Ad Science Certified Viewability Partner Program, please

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