Rubicon Project’s Estimated Market Rate (EMR) Yields 20 Percent Savings for DSPs Vs. Pure First-price
THE RUBICON PROJECT (RUBI)
Last the rubicon project earnings: 2/26 04:05 pm
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investor.rubiconproject.com/investor-overview
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Source: GlobeNewswire
LOS ANGELES, Sept. 06, 2018 (GLOBE NEWSWIRE) -- Rubicon Project (NYSE: RUBI), the Global Exchange for Advertising, today announced that in the first half of 2018, its Estimated Market Rate (EMR) feature yielded an average of 20 percent savings for buying platforms over pure first-price auctions, with less than a 1 percent trade-off in win rates. 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 also noted that EMR benefits sellers by helping buyers to spend more efficiently and sustainably over time. Since EMR launched in January 2018, the company has distributed more payments to sellers than any first half in its history. 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 analyze factors such as inventory type, targ
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