News Limited opens up to real time bidding
News Limited has opened up its domestic online advertising inventory to real time bidding for the first time.
Real time bidding allows agencies to buy ads on behalf of clients via automatic trading platforms. The system allows ads to be served in real time based on the best available prices.
News Limited will use Rubicon project’s REVV platform, which has already been selling its international traffic.
News Limited said: “The exchange is invite-only with all of Australia’s leading media buying agencies accepting News’ invitation to participate and currently actively trading on the platform.”
News’ head of commercial development Jason Barnes said: “The opportunity to sell our advertising through real-time bidding engages new advertisers with our brands, increases yield, improves efficiency and in-turn increases profitability.”
Rubicon Project’s international GM Jay Stevens said: “News has been an anchor publisher for Rubicon Project for more than three years, leveraging REVV to maximise the value of their international traffic. This move to open domestic inventory to real-time sources of demand is ground-breaking for the market.”
Media owners have treated real time bidding with some caution, fearing it could drive down average prices. However, supporters claim that it helps publishers maximise the price they can get, and also helps advertisers buy more efficiently.
- Training company Digital Nation will hold a half day seminar on real time bidding on December 4.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Some idea of CPM rates would be good – what are News or others asking, for what inventory and what are they getting from Rubicon?
Is it $1, $10 or more?
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and so endeth the empire. time to short news limited shares
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“Commoditization: the process by which goods that have economic value and are distinguishable in terms of attributes (uniqueness or brand) end up becoming simple commodities in the eyes of the market or consumers.”
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I guess the CPM must be low if no ones saying otherwise?
Isn’t the value that News have that users are logged in behind a paywall so can be targeted through their own systems by age, location or online behaviour?
My guess is they aren’t doing this through Rubicon.
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