Rubicon Project

Inman logged into the VCM Pub UI!I just sent a tweet about my lunch today at The Rubicon Project, but was limited to so few characters that it's worth a bit longer mention of how impressed I was by the culture, the team and the market they are creating  by finding new ways to create efficiencies in the online advertising industry.

I met Nicole Jordan during ad:tech SF and almost instantly expressed concerns over the potentially competitive nature of Rubicon with ad networks based on an announcement they made at the show regarding automating buying with their new Rubicon onDemand service. After the show, she graciously invited me to the office to get a better understanding of the company, where it sits in the online advertising ecosystem and why competing with ad networks is not in their plans.

Coverage of the announcement by Forbes incorrectly stated Rubicon was opening up its inventory to advertisers. While the story has since been corrected, it was too late. An Adotas article exacerbated the issue and touched off a minor PR crisis for Rubicon and my new pal Nicole.

As she explained to me today, the silver lining was their ability to use the spotlight to clarify more succinctly what they are about. A nice recovery to be sure, but no kind of PR strategy.

I was delighted to meet the team and learn more about their value proposition and will look forward to following Rubicon's progress in the months ahead.