FarmVille 2 Developer Zynga Joins hands with Rubicon Project to Expedite Premium Guaranteed Inventory via Programmatic Buying

By CIOReview | Friday, January 8, 2016

Fremont, CA: Zynga (Nasdaq: ZNGA), a leading social game developer, and Rubicon Project Inc (NYSE:RUBI), a company that targets on automating the buying and selling of advertising, declared a new collaboration. Rubicon stated in a press release that the agreement offers marketers the first time ever access to Zynga’s premium guaranteed and reserved inventory via programmatic buying.

Zynga's premium guaranteed inventory, previously available via manual sales channels, will be open to buyers in Rubicon Project's Guaranteed Orders marketplace. The inventory includes ad units that combine gamified and native ads, and more, with deep first-party data insights across the highest value placements, including first look, limited interruption and sponsorship placements. “We are delighted to team with Rubicon Project to offer global scale and access to Zynga’s guaranteed inventory in our games,” said Julie Shumaker, Vice President of Sales, Zynga.

Rubicon is excited to be the world’s only automated advertising platform to provide Zynga’s massive array of premium guaranteed reserve inventory to the millions of purchasers who rely on their advertising marketplace to reach and engage customers. Joe Prusz, Head of Mobile at Rubicon Project states, “Marketers and advertisers everywhere in the world are looking for innovative ways to reach highly engaged mobile audiences at scale.” This declaration for mobile marketers means that for the first time purchasers can access premium content of Zynga with some of the top data and placements through automated guaranteed at scale.

Despite the new agreement, shares of Rubicon were trading lower by 0.38 percent on Thursday while shares of Zynga were lower by 0.07 percent at the same time.

The official release and agreement will be signed on stage at the 2016 Consumer Electronics Show in Las Vegas on January 7.