Rubicon Project officially launches Mobile Video Platform out of beta


Rubicon Project, the advertising marketplace, says that its Mobile Video Platform (MVP) has proven successful in beta and is now available worldwide.

Rubicon Project rolls out MVP



MVP differentiates itself by offering every mobile video ad format as part of a single advertising marketplace with a global reach to over one billion unique connected mobile devices.

Gregory R. Raifman, President, Rubicon Project, explains:

gregory raifman

“Video on Mobile is truly the sweet spot driving the future growth of digital advertising. We have deployed a very calculated video strategy focused on a mobile-first video solution that offers buyers and sellers access to every mobile video advertising format in the market today. That strategy has enabled Rubicon Project to become the only marketplace in the world to offer buyers and sellers the breadth and depth combination of a top 3 mobile exchange, access to every mobile video advertising format, top tier independent inventory quality rankings and the most widely adopted Orders platform within which to transact.”

Rubicon explains that the MVP was purpose-built for the mobile ecosystem and supports formats including user opt-in and rewarded ads, native video ads, expandable, interstitial, pre-, mid- as well as post-roll, outstream and vertical mobile video ads. Making up over half of all transactions on its platform, mobile video is an important player for Rubicon Project.

John Peragine, Head of Video, Rubicon Project, says:

john peragine

“The core differentiator we are bringing to the marketplace with MVP is the ability for every buyer and seller in the world to utilize one comprehensive solution for mobile video advertising. The challenge with mobile video was that there was not one integrated place to buy and sell mobile inventory, regardless of format – MVP was purpose built with precisely this in mind and delivers for both buyers and sellers at all levels.”

Clients have been quick to embrace the MVP as mobile video ad expenditure is forecast to grow at a compounded annual rate of 43% to 2019.

Scott Silverman, Chief Revenue Officer, AerServ, the mobile video mediation platform, adds:

scott silvermann

“Rubicon Project’s commitment to quality and to offering a comprehensive mobile video solution for both buyers and sellers is a key differentiator in the market today. AerServ is dedicated to solving the complexities of mobile video and as an early MVP partner we have seen significant increases in CPMs. We expect our partnership to continue to grow and scale as more and more advertisers realize the value of reaching consumers with high quality, engaging mobile video content.”