Making a big move into linear TV, programmatic ad giant Rubicon Project has made a deal with Placemedia that gives Rubicon Project’s clients access to Placemedia’s supply of premium ad impressions.
The two companies believe that programmatic TV, which has been slow to take off, is poised for strong growth and that by teaming one of the leaders in the digital space with Placemedia’s inventory—which reaches more than 100 million U.S. homes in 210 local markets—they can provide the kind of multiplatform campaigns advertisers are demanding.
“The big story here is that we’ve got a very sympathetic view with Placemedia,” said Jay Sampson, head of strategic partnerships for Rubicon Project. “They have a very nice position in programmatic television with linear, and we have what we believe is the digital industries leading guaranteed orders platform that can take advantage of these linear impressions coming into the marketplace.”
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