Rubicon Project on Twitter
The Los Angeles-based Rubicon Project launched in 2007 with promises of revolutionizing Internet advertising. By 2011, Rubicon has integrated partnerships with more than 600 advertising networks to promote its automated approach to online advertising. Like many Internet-related companies, it's also active on Twitter, where Rubicon's founder, Frank Addante, tweets regularly.
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Digital Advertising
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The concept behind Addante's Rubicon Project is that conventional online advertising is inefficient, and doesn't generate enough yield for either advertisers or publishers -- the websites that host online advertising. Three-quarters of potential advertising space on publisher websites goes unused, so publishers use automated third-party networks to fill it, rather than negotiating directly with advertisers. This results in mismatches between ads and the publisher's audience, for example when gay-friendly websites wind up posting ads for groups opposing gay marriage.
Rubicon's Plan
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The Rubicon Project's specialty is ad-optimizing, a computerized process for matching up ads and publishers so that websites host advertising targeted to their visitors. This gives advertisers more bang for their advertising buck. Publishers generate more revenue for advertisers, which makes the publisher's space more valuable. Addante stated in the "Los Angeles Times" in 2009 that the company's software enables it to track changes in online material: If a newspaper posts breaking news, the software identifies the new article, predicts the probably readers and contracts for new ads for that page.
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Addante on Twitter
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Addante and other Rubicon Project executives use Twitter to promote company goings-on and news: A new benefits package for employees, meetings with major advertising agencies, and preparing for the Entrepreneur of the Year Award, which Addante describes as "4 a guy who doesn't wear suits a tux feels like I'm going to costume party." Addante's Twitter feed also links to photos, blog posts and live-blogging about the Rubicon Project or its activities.
Rubicon Project Tweets
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The Rubicon Project maintains its own Twitter feed for reporting on business and corporate news. Corporate tweets cover topics such as publisher advertising rankings, revenue records achieved by various ad networks, and new trends in the Internet advertising world. The Rubicon Project also maintains a presence on other sites including Facebook, YouTube, Digg and Flickr, plus running a corporate blog. Marketing Director Devan Fearman states the Rubicon Project wants to give people an inside look at what's happening in the company.
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