Rubicon Project Aims to Automate Online Advertising

Posted by: Rob Hof on October 8, 2007

Fivetime entrepreneur Frank Addante is hoping to shake up online advertising even more than Google did with his new company, Rubicon Project. Today, he’s launching it in beta with 500 Web sites a system that he says will much more efficiently match publishers’ ad inventory with the appropriate ads served by some 125 300 ad networks out there—sort of an eHarmony for ad networks and publishers.

Google created a business now worth $185 billion by making online advertising more efficient, but clearly there’s much more room to improve. “It’s still a massively inefficient market,” says Sumant Mandal, managing director at Clearstone Venture Partners, Rubicon’s key investor.

Rubicon’s product is a self-service system that can break down a site’s audience into ad segments and match them with the ad network that best serves that particular segment. The demo looks pretty interesting, though I must admit that I can’t tell from a demo how well the system will work in practice. There’s a lot more detail on Addante’s blog.

The company has $6 million in funding, $4 million from Clearstone and $2 million in venture debt from Square 1 Bank. Addante is best known for L90/adMonitor, which was sold to DoubleClick, now awaiting what looks like a long and uncertain approval process for a $3 billion purchase by Google.

Reader Comments

dg

October 8, 2007 10:53 AM

"-sort of an eHarmony for ad networks and publishers."

does that mean it won't work on gay sites?

Shawn Ames

October 9, 2007 12:39 PM

They will be hard pressed to create something better than Google with that amount of funding not to mention Google's market cap and brand recognition should they even succeed in building and algorithm that ranks more relevant search results than Google.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.

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