Rubicon Project - Optimized Advertising For Everyone

82 responses..

Rubicon ProjectLast Thursday I was able to get a sneak peak at a up and coming Advertising solution which is doing a semi-private beta launch today. Its called the Rubicon Project and out of a few self optimizing advertising solutions I have heard of Rubicon is by far the most robust and feature rich.

So what does Rubicon do? - short explanation: The Rubicon Project ensures your website is making as much money as possible by optimizing it for not only the highest paying advertising company but also for demographic/geographical data.

Well that is the short definition anyway and what it does by default. You can also override all the defaults and give preference to various networks or demographics if your main goal is not just to make money (i dunno why =P ).

So it sounds good right? Makes sense? Let me tell you this…. I have talked to about 3 companies in the last couple months who are talking about doing the same thing… to a extent but 1) none of them have any clue how they are going to setup the relationships with companies and 2) have no clue about reporting or anything else…

Well I was pretty stunned when I actually got to play with it and saw exactly how it done it is.

Check out all these Advertising networks I selected from there huge list. You might recognize a few contextual advertisers like Google Adsense and Yahoo Publisher Network. Or some of the top CPC networks like Chitika… or Affiliate networks like Commission Junction and CPA Empire… Or CPM like Tribal Fusion. Yea… they have a TON of networks that are already integrated. Check this screen shot (click any image in this post for the full sized image)

Also as you can see there is a rating about the networks to help you select.

I really loved the functionality and the ease of adjusting preference between networks:

The Demographic and Geographic targeting is something that most publishers I think are going to love. So many people just run Adsense and call it a day… they dont even know about the hispanic and other geographic advertising networks out there which can be targeted based on the visitors ip address.

Also with Rubicon you can override these default geotargeting functions and specify what you want to be shown to who you want…. For instance if you had a search engine marketing website and you wanted to show all us visitors Yahoo/Verizon affiliate offers form CJ but if people came from the UK you wanted to show them the UK Yahoo search marketing offer you could easily do that with Rubicon.

The Rubicon Project simplifies all aspects of advertising including setting up the accounts with all these networks for you. Of course you can still use your own account if you prefer. Rubicon will also collect all the money owed to you from all the networks and issue you 1 consolidated payment OR you can choose to keep getting checks from each one on your own if you choose.

Now I am guessing your asking yourself the same/first question I posed to the Rubicon people. How are you guys going to make money? They told me at this time there was no revenue model in place. Which I then kind of assumed that they are getting a kickback from all the advertising networks referring people (via the all in 1 sign up).

Anyway like I said self optimizing ads is something I have heard from a few companies but it looks like Rubicon is going to be the first real player with a full blown solution for people.

So… what questions do you have about the Rubicon project? Ask them in the comments and I will ask them to Frank Addante, Founder & CEO, on my radio show Tuesday!




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  • posted on October 8th, 2007:
    Written By: ShoeMoney

    Links To This Post :

    1. SearchCap: The Day In Search, October 8, 2007 · Seo Alchemist

    2. Mattedsic.Com » Rubicon Project - Optimized Advertizing For Everyone

    3. Who Wants Some Link Love?! » msdanielle - just another ego blog site » Blog Archive

    4. » The Internet vs. Google I’m Building Something Here: Experiments in Entrepreneurship and Value Creation in the Social Web

    5. Rubicon Project - Optimized Advertising For Everyone » eBookSuperReview

    6. I can’t compete against Six Million Dollars : Trai Dot Name

    7. Testing Rubicon Project Ads

    8. The Rubicon Project - accepted! - Scorpiono.com




    82 Comments

    @October 8, 2007 6:42 am
    Derek Says:

    Wow, that is one kick-ass concept, that really looks like it will eliminate a lot of work.. I hope it’s not just available to the US only.

    @October 8, 2007 3:37 pm
    Googlelady Says:

    I don’t think is available just for US only. If they don’t make any money right now why they will just get US? I think is international.

     
    @October 8, 2007 5:29 pm

    I don’t think it will necessarily eliminate work. If anything, it will make people aware of different advertising opportunities. At the end of the day, you’ll probably end up putting just as much ‘work’ into it, but you’ll see much better ROI no doubt.

    @October 11, 2007 4:09 pm
    ritchie Says:

    that’s just as acceptable as spending less time.

     
     
    @October 9, 2007 12:15 am
    lyricsreg Says:

    Seems more like a good informational service. You still have to do a lot of work :)

    @October 11, 2007 4:10 pm
    ritchie Says:

    smart algorithms only make you more effective, they don’t do all your homework.

     
     
     
    @October 8, 2007 6:48 am
    Jake Says:

    Rubicon looks great. I definitely could use something that helps me optimize my ads so that I can make the most possible.

    @October 8, 2007 3:38 pm
    Googlelady Says:

    I agree with you. As webmaster we really need to test them, wish to be accepted as a beta tester.

     
     
    @October 8, 2007 7:16 am
    Chris Says:

    I saw a similar service called pubmatic on that techcrunch40 thing, but I wasnt all that impressed. Maybe I’ll try this one out

    @October 8, 2007 12:44 pm

    This one seems more polished in terms of graphics, functionality, etc.

     
    @October 8, 2007 3:38 pm
    Googlelady Says:

    Rubicon seems more professional in many ways, just hoping to get as a beta tester and will really enjoy it I am sure

     
     
    @October 8, 2007 7:27 am
    LeGo Says:

    This sounds good. Does it also look at content at all (or would it only scrape if the ad they recommend scrapes)? It seems adsense could easily add functionality for region/demographics. It seems the benifit is that they would optimize different ads from different groups.

    @October 8, 2007 11:10 am

    The service works with contextual networks that do look at and optimize ads by content. Part of the benefit of the system is that it uses a combination of contextual (content), demographic and geographic criteria to pick the best ad networks to deliver the best ads.

    @October 8, 2007 1:24 pm
    LeGo Says:

    I am wondering how long it would take for this to be effective or if it is effective immediately. Just using the Chow example, would he make more plugging this into some of his add spots that aren’t sold for cash. Seems interesting.

     
     
     
    @October 8, 2007 7:27 am
    FireflySEO Says:

    This looks awsome. Have you looked at Atlas and if so how do you think it compares. I currently use Altas but recently its been bought out by Microsoft so obviosuly I am wanting to migrate! ;) Are there any easy ways to import existing campaigns, also do you have some info on their CPC commisions. Cheers.

     
    @October 8, 2007 7:42 am
    Michelle Says:

    Looks phenomenal! Certainly would put any user into another gear for their site. Only, the name, rubicon . . . A rube is an olde term for a sucker, whom would be the victim of a con. Hmmm.

    @October 8, 2007 11:40 pm
    King Jacob Says:

    Not really hmmm, the rubicon is the name of a river that when Julius lead his troops over said the die is cast. So crossing the rubicon is the same as saying crossing the point of no return. Of course they could be using the more militant meaning but I doubt it.

     
     
    @October 8, 2007 7:43 am
    nick Says:

    Does anyone know of any requirements for the private beta? Anyone else in on it?

    @October 8, 2007 3:40 pm
    Googlelady Says:

    As a viral marketing I think sites that may talk about them You know Publicity… And for sure those who have good traffic.

     
     
    @October 8, 2007 7:47 am
    Ari Shohat Says:

    Wow that looks great, thanks for the news Jeremy. I am wondering if the guys there have any plans to integrate some support for streaming media advertising in the future, or if at least the way it is built it can be made to work later?

     
    @October 8, 2007 7:56 am

    Very interesting product. first i ahve heard of one of these all in one setups close to full launch.. the interface looks slick.

     
    @October 8, 2007 7:56 am
    Mubin Says:

    How much money went into the development of this? Im sure he wont give you a straight answer, but it would be interesting to know what kind of man hours + Machinery is backing this up. Looks like it will definitely blow up, from the screen shots it looks very intimidating though, how easy is it to use?

    @October 8, 2007 3:46 pm
    doolally Says:

    I’d find the answer to this interesting too, as there is no revenue model in place. If this is venture funded how easy is it to get funding on a project when there is no revenue model?

     
     
    @October 8, 2007 7:58 am
    Steven Says:

    The site looks very well organised. I would really like to profile and review the site on my website. Can someone please send me an invite to the private beta!

     
    @October 8, 2007 8:23 am
    Ken Savage Says:

    I’m concerned about how Rubicon can track your performance on these networks. If it’s anonymous that’s ok but I would like to see a privacy statement to see what they’re tracking.

    @October 9, 2007 10:34 pm
    JeffPosaka Says:

    I had the same idea. I wondered if it is funded by Google?

     
     
    @October 8, 2007 8:31 am

    How will they use the data that they track? If they are seeing that you are making x amount of dollars to get money out of say CJ for a certain product, and then they are telling everyone else using the service to start promoting the same product, then won’t that just dilute your earnings? It seems that in order for them to be most effective that the high earners would be giving up all their stats, and the stats tracking itself is one of the ways the high earners keep making money and the low earners don’t.

    @October 8, 2007 8:47 am
    ShoeMoney Says:

    Good points but again you can override any of the defaults (see the slider screenshot)

     
     
    @October 8, 2007 8:32 am

    It’s nice to see all the features in one place. This sort of thing is going to make management of all your programs easier.

     
    @October 8, 2007 9:08 am

    This good be an interesting service but privacy issues abound. It will save time by not having to login at every afilliate and advertising provider. But do I really want everyone to know all my stats!

     
    @October 8, 2007 9:20 am
    King Jacob Says:

    Do they allow for directly sold banners? I currently use .htaccess to direct IP traffic and this looks alot easier, so I’ll be crossing my fingers for a beta invite.

    @October 8, 2007 11:26 am

    The service currently doesn’t currently have functionality to upload direct buy campaigns. It’s focused on optimizing ad networks. However, it works with existing ad servers. All you need to do is insert the Rubicon Project ad tags into your ad server as the default, unsold/remnant campaign.

     
     
    @October 8, 2007 10:10 am

    Shallow comment here, but as a designer…I love their logo. GG!

     
    @October 8, 2007 10:17 am
    Jude Rocks Says:

    I’m waiting for this kinda program for a long time…… Thanks for the info Jeremy.

     
    @October 8, 2007 10:21 am
    BlogCini Says:

    This looks awsome. Have you looked at Atlas and if so how do you think it compares.This sort of thing is going to make management of all your programs easier.

    Thanks.

     
    @October 8, 2007 10:28 am

    Wow, what a great service. They really found a needed gap in the market, great service and it looks great to use. It would be good if you could manage direct advertisers also, then you could just use Rubicon for literally everything, are Rubicon going to do this?

     
    @October 8, 2007 10:38 am

    It looks great, I would use something like this. Keeping it tied into all the different networks api’s or however they plan to access tracking, seems like a nightmare. Good luck to them!

     
    @October 8, 2007 11:07 am

    I’m one of the founders and the CEO of the Rubicon Project. On behalf of our entire team, I’d like to thank everyone for all of your kind words and interest! We’re very excited! Our team has been working night and day to bring this all together.

    Also, if you want a sneak peek at the full functionality, we have put a demo on our site (just click on “Watch a 3-minute demo”)

    Thank you!

     
    @October 8, 2007 11:12 am

    Currently, the system doesn’t allow you to upload direct campaigns. However, you can continue to use your existing ad server for that and insert the Rubicon Project in as the default, unsold remnant ad campaign.

     
    @October 8, 2007 11:25 am

    Wow! Just Wow. I’ll be joining this program for sure. Should be interesting to see how well it does.

    Thanks for the tip Shoe!

     
    @October 8, 2007 11:36 am
    CatherineL Says:

    This looks really professional. Did I understand correctly that this would be free? When will they be launching it officially? The only thing that puts me off is having a middleman collect my fees. This could cause lots of complications - especially if they decided to hang onto people’s cash for a while to make a heap of interest.

     
    @October 8, 2007 11:39 am

    Damn, that looks like an amazing service - I have never seen all those features in one place, looks awesome!

     
    @October 8, 2007 12:12 pm
    jim Says:

    I asked the same question to myself unti lyou answered it, how they make money. It’ll be interesting as there are open source ad rotating options out there but this is certainly more complex than those… definitely worth seeing.

     
    @October 8, 2007 1:09 pm
    Theo Says:

    Looks like a great concept.
    I would really like to play with it.

     
    @October 8, 2007 2:21 pm

    looks like they spent a fortune in its creation. Looks like it has potential.

     

    [...] Rubicon Project - Optimized Advertising For Everyone, ShoeMoney [...]

     
    @October 8, 2007 3:15 pm
    Israel Says:

    How soon will they be letting in sites?

     

    [...] wrote an interesting post today on Rubicon Project - Optimized Advertizing For EveryoneHere’s a quick [...]

     
    @October 8, 2007 3:34 pm
    Googlelady Says:

    Wow this is really amazing.

     
    @October 8, 2007 5:46 pm

    Wow, looks amazing

     
    @October 8, 2007 8:36 pm

    Hi..sounds cool! I signed up for beta. I was wondering if they were going to be including the clickbank affiliate network. I sell my info products on there.

    Thanks for letting us know, Shoemoney!

    @October 10, 2007 1:02 pm
    Nicole Jordan Says:

    Hi there,

    I’m Nicole, working on the PR side of things at Rubicon. This response board is impressive. We’re humbled by everyone’s interest! So, thank you for that.

    Julia, FYI…I asked one of the folks here your question and they said that Clickbank is definitely on our radar.

     
     
    @October 8, 2007 9:09 pm
    Deano Says:

    I didn’t notice Amazon in the available advertisers. Are they going to support Amazon.co.uk/.de/.com/.ca etc> ?

     
    @October 8, 2007 9:35 pm

    I guess the best aspect of this system is that we can see which ad services sould receive our “prime” locations on the websites. It will probably take some trial and error, but to have it all on one page definitely makes sense (beats clicking through 5 or 6 other websites for states).

     
    @October 8, 2007 10:26 pm

    This looks really good. I signed up for the beta. :)

    @October 9, 2007 12:19 am
    lyricsreg Says:

    Me to. How long before they evaluate my profile ?

     
     
    @October 9, 2007 12:08 am

    One word: awesome!

     
    @October 9, 2007 12:09 am

    Looks great. At least I have another alternative for making money on my websites and hoping it will be better than the rest.

     
    @October 9, 2007 12:20 am
    lyricsreg Says:

    Off topic … Shoe, what happened to the website ? It’s so fast, it’s scary :)

     

    [...] Rubicon Project Reviewed — Jeremy “Shoemoney” takes a dive into the Rubicon Project beta system for publishers. If you own a web site, check out his post, he’s looking for inquiries to take to the Rubicon team. [...]

     
    @October 9, 2007 1:18 am

    Now THAT is the way to manage your ads. I wonder how it will do.

     
    @October 9, 2007 1:27 am

    Hey Jeremy,

    Cool resource!

    Cheers,
    Carlo Selorio

     
    @October 9, 2007 1:30 am

    WOW !!!
    This will gain massive popularity soon, who will not be interested to increase therevenue and this can also make split testing easy like anything … just wondering how will they earn .. ?
    What if they start charging a good amount once people are used to it ?

    @October 13, 2007 2:41 pm

    Earnings likely come from an affiliate style agreement they have with the advertisers. Think about it - they’re going to be bringing in tons of new signups for smaller ad networks, giving them revenue they never would have had before. Even if they peel off a couple cents per click across the network, that would be HUGE money for Rubicon if enough people signed up. Plenty of monetization potential here.

     
     
    @October 9, 2007 2:53 am
    John Loch Says:

    Who are the stakeholders ?
    Whats their revenue model ?
    What happens to users if they go away ?
    Looks pretty, but what is it really ?

    Thx

     
    @October 9, 2007 3:08 am
    Steven Says:

    There is such a thing of using too many ad networks, but i am very impressed will all the tie ins Rubicon has.

     
    @October 9, 2007 3:39 am

    Another question which comes to my mind is that will we have to sign up for a new account for ad sense …
    If no how will they consolidate the money from adsense ?
    If yes how will they solve the issue of multiple accounts of same person ?
    What about the risc factors involved?

     
    @October 9, 2007 6:02 am

    Is this just an option to OpenAds?

     

    [...] interesting product that should help publishers keep Google honest is The Rubicon Project. It serves as a dashboard-like interface to optimize your site advertising. Right Media has already [...]

     
    @October 9, 2007 8:40 am

    I am reading mixed reviews all over the web. Though I think this will be a great tool, it will be upto their marketing blitz for this to catch on like fire.

    @October 13, 2007 2:38 pm

    I’ll probably take a wait-and-see on this one. It seems like a good idea, but if the execution is off, it could result in lost revenue for sites. If they’re able to do it well, it will be super convenient to manage everything from one place though.

     
     
    @October 9, 2007 9:19 am
    Nick Says:

    I do have an important question that I’d love to get answer to. There is another free program called PubMat that Rubicon is no longer only option.
    do you know it? Which are the differences? Rubicon seems more better.
    Let keep the debate on.

     
    @October 9, 2007 5:13 pm

    i don’t think its viable for small bloggers like us … small businees and up who can afford it perhaps?

    still the features available will make any webmaster monetizing plans easier

     
    @October 9, 2007 10:37 pm
    JeffPosaka Says:

    Shoe,

    Have you really used this? It looks great but have you stress tested it with your sites?

     
    @October 10, 2007 2:57 am

    Looks pretty good, but still it would be great to hear from people who already employed this and get any results. Still it looks like it worths getting a try! Thanks for the hint, Shoe!

     
    @October 11, 2007 10:23 am
    Stealth Says:

     

    [...] Check out all these Advertising networks I selected from there huge list. You might recognize a few contextual advertisers like Google Adsense and Yahoo Publisher Network. Or some of the top CPC networks like Chitika… or Affiliate networks like Commission Junction and CPA Empire… Or CPM like Tribal Fusion. Yea… they have a TON of networks that are already integrated. Check this screen shot (click any image in this post for the full sized image) (more…) [...]

     
    @October 12, 2007 7:52 am
    Joeychgo Says:

     

    [...] a link to the post I read that night on Shoemoney’s blog. http://www.shoemoney.com/2007/10/08/rubicon-project-optimized-advertizing-for-everyone/ SHARETHIS.addEntry({ title: “I can’t compete against Six Million Dollars”, url: [...]

     
    @December 3, 2007 3:32 pm

    [...] The Rubicon Project is a new invite-only (for now) ad network that serves up ads from a a long list of advertisers including Google Adsense, ValueClick, Shopzilla, CPA Empire, etc., and optimizes them automatically for maximum revenue. I’ll probably do a review of the service after I test it for a while. It looks promising. [...]

     
    @January 3, 2008 8:56 pm

    [...] ShoeMoney.com Rubicon Project - Optimized Advertising For Everyone read more [...]

     
    @March 13, 2008 12:12 am
    Chris Says:

    This has already been implemented in http://www.adsdaq.com I am using it, and it is pretty nice. Doesn’t look as easy as rubicon tho. Plus adsdaq has their own advertisement solutions. Forget waiting for rubicon when adsdaq already does this and more!

     

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