Cadreon and Rubicon Project Partner on Direct Buying
Rubicon Project and Cadreon, IPG Mediabrands’ ad tech unit, announced a global partnership to support programmatic direct buying.
Cadreon will use Rubicon Project’s Guaranteed Orders platform to power the reservation of direct inventory in desktop, mobile and video channels. In turn, Cadreon will offer brands analysis informed by Rubicon Project’s private marketplace (PMP).
Guaranteed Orders, acquired by Rubicon Project through a November 2014 acquisition of iSocket, is a part of its Orders solutions.
“Essentially, our partnership will make it easier and far more efficient for advertisers to execute guaranteed buys against premium inventory using programmatic tools,” Erik Hovanec, head of buyer cloud, Rubicon Project, said in an email.