Adjug links with Rubicon Project to optimise inventory

by David Allott, Media Week 26-Jun-08, 10:50

LONDON - On-line ad marketplace AdJug has struck a partnership with technology firm, Rubicon Project, to optimise websites' inventories across multiple markets.

AdJug, which allows advertisers and publishers to trade impressions directly, said the tie-up will allow publishers to maximise revenue from unsold impressions, by matching inventory more closely with advertisers.

AdJug's Michael Stephanblome said the partnership boosts AdJug by offering clients "immediate access" to quality ad inventory.

Rubicon's technology takes inventory from sites and breaks it into smaller segments based on geographic, demographic and contextual information, and matches it to the strengths of a specific ad network, resulting in more relevant impressions.

The Rubicon Project's Frank Addante said: "Partnering with AdJug in the international advertising market allows us to engage quality advertisers from the UK, while increasing revenue for our publishers.

He added: "International monetization is a rapidly growing opportunity and, therefore, is a key focus for us."