Danish Publisher Network, Dansk Udgivernetværk, to use real-time trading to increase revenue for member publishers
Denmark’s leading publishers are combining with Rubicon Project
to launch The Danish Publisher Network, in order to offer their online inventory and data to advertisers via real-time trading.
Publishers including Politiken
, and Ekstra Bladet
are leading the collective offering with a qualified audience that reaches 45% of the Danish population per month. More publishers are already in discussion to join the Danish Publisher Network, Dansk Udgivernetværk
, aiming to offer several billion impressions collectively available via RTB per month.
The move comes as publishers in the region have seen increasing demand from advertisers and media agencies seeking to buy inventory via RTB, and will enable online publishers to innovate to improve efficiencies and maximise their yields.
Jay Stevens, SVP and General Manager International, Rubicon Project, spoke at the sold out AOP Programmatic Trading Forum
earlier this month. Here he explains how Rubicon will be working with premium publishers in Denmark:
“DPN is the second largest consortium of publishers to launch in Europe so far. Collecting their inventory and data assets together in this way enables them to reach the size and scale of competitors like Facebook and Google to ensure they see their proper proportion of agency media plans. We will work with the team to ensure they maximise their revenue with innovations such as creating data segments so that agencies can target their advertising more effectively, and establishing private marketplaces with leading agency trading desks.”
Martin Jensen, Head of the Dansk Udgivernetværk
adds, “Agency trading desks are appearing in Denmark, so we knew we needed to work with real-time trading technology in order to access these budgets and wanted a platform that would give us the controls to operate on our terms and increase efficiencies. Moreover, we were aware that we could make a better use of our first party data if we could aggregate these assets and offer them to buyers at a higher scale. We selected Rubicon Project because they work with so many of the premium publishers across Europe and power the La Place Media publisher collective in France, enabling us to benefit from their experience and their counsel on the best way to harness real-time trading technologies and optimise yields.”
The Rubicon Project is a leading technology company automating the buying and selling of advertising globally. To learn more, visit www.rubiconproject.com