News Limited opens up to real time bidding

Tim Burrowes

November 26, 2012 3:01

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.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

News Limited Rubicon Project

4 COMMENTS

Good moron 26 Nov 12

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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Sam 26 Nov 12

and so endeth the empire. time to short news limited shares

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Sam G 27 Nov 12

“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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Anonymous 27 Nov 12

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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