Last Wednesday, October 18, Rubicon Project organized its 'Automation Summit' event , held in Madrid, in which the main trends in the digital sector were highlighted , highlighting programmatic purchases.
During the event, Rubicon Project's managing director for Italy, Spain and MENA, Sara Buluggiu, highlighted Rubicon Project's vision of the changes in the sector and how it adapts to them, always trying to offer its clients the best service.
Buluggiu began by highlighting that the Rubicon Project aims to “make advertising as easy as booking a flight online ,” alluding to the company’s commitment to making advertising easier for its customers.
“More than 60% of traffic is mobile in Spain. There is a need to develop new sources of income . The challenges of new advertising technology are to return to transparency, brand protection and quality of ads ,” he said.
The company's head explained that they are working to try to restore trust in afghanistan phone number ecosystem (transparency) and to fight fraud, spam and malware to protect the brand (quality).
He also highlighted the great attention paid to video , which “is the format with the most potential.” “It has to be something that the consumer remembers as a positive experience ,” he added.
Buluggiu pointed out that the tech giants are growing faster in the advertising market . “Sellers care about monetizing, protecting their sites, audiences, etc. That is why Rubicon Project can help them find them, as it has agreements all over the world,” he said.
" The goal is to reach users wherever they are, to achieve all formats in a single market and to reach all media through automation ," concluded the head of Rubicon Project in Italy, Spain and MENA.
Flora Evans, Director of Seller Integrations, Revenue Solutions at Rubicon Project, also gave a talk, this time on the importance of video and mobile applications.
Evans highlighted the company's great ability to adapt to programmatic supply and demand . He also highlighted that Rubicon Project's quality lies in its own inventory evaluation and control process.
The company's head explained that this process is divided into three stages. The first is the possession of internal technology designed to evaluate and control the risks associated with bot trafficking. The second stage consists of third-party technology, from suppliers. Finally, she referred to the human evaluation process as a third option.
Evans also noted that “user experience in any app is crucial to retaining customers” and that “a low video submission rate results in revenue losses for sellers.
Rubicon Project is therefore encouraging companies to invest in the advancement of both. Evans stressed that the solution to these losses due to low success with video is to "create an automated tool that controls the submission rate and blocks any problems."