Rubicon Project announces FastLane compliancy for Google’s AMP

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Open ad marketplace, Rubicon Project, just announced compliancy of its header bidding solution, FastLane, with Google Accelerated Mobile Pages (AMP). FastLane is the first header bidding solution to be accepted for the AMP Project. It will enable users to streamline a faster mobile web experience.

Rubicon Project FastLane now supports AMP

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Source: ampproject.org

Rubicon Project, founded in 2007, operates three mobile ad exchanges worldwide. Its AMP header bidding solution has been developed to offer an improved experience for mobile consumers, publishers and brands.

With this addition mobile pages are loading faster and performing better without compromising the look and feel of the content. At the same time, publishers get to monetise their mobile pages and are minimising their page load impact. An improved consumer experience is a win-win for everyone.

Dr. Neal Richter, CTO, Rubicon Project, says:

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“Rubicon Project has long supported efforts, both internally as well as externally throughout the industry, to deliver consumers a faster and more streamlined experience on mobile devices. Latency and heavy webpages overloaded with duplicative and unnecessary tech continue to be some of the biggest concerns consumers have with the mobile web. Engineering innovative solutions, like FastLane, that enable a better consumer experience and deliver greater publisher monetization is at the core of our business. We are pleased to be the first in the industry to offer a header bidding solution compatible with Google AMP-enabled sites.”

Rubicon Project clients already working with AMP-enabled pages will be receiving the updated adapter over the next few weeks. It supports open market and private market functionality for the Rubicon Project platform.