It was on September 10 when Rubicon Project , global technology company that operates the only independent advertising solution to automate the entire ecosystem of digital advertising, announced the beginning of a collaboration with the most important Italian television: the public broadcaster Rai .
A significant collaboration, which provides that the inventory Rai high quality portals Rai.tv and Rai.it (also in their mobile version), as well as offers of apps , is made available to advertisers via the Italian platform Rubicon Project for more efficient and automated access.
On the occasion of the IAB Seminar on Programmatic, October 13 in Milan, we met Barbarani Francis, Vice President Sales & Radio amp; Web Advertising Rai , this event with a speech along precisely Sara Buluggiu, Italy Country Manager & amp; Southern Europe Sales Director Rubicon Project , and we asked him what it means to a reality in some way “institutional” as Rai, enter the world of advertising automated.
“Surely to open up to the Programmatic Rai was a key step – he responded -. It ‘s true that this is a first for a company historically “television” as ours, but it is also true that the offer of Rai is also other means, such as radio and especially the digital, we are present with premium content, and the world of the Internet is a reality Programmatic which now can not be ignored. On the one hand you have keep up with new trends in marketing , on the other hand you have to follow the demands of our advertisers , and then we realized it was time to equip ourselves with a partner to face the world programmatic. A partner we found in Rubicon Project. “
The collaboration between Rai and Rubicon Project provides, as I said, managing a large selection, which effectively excludes only the pre-roll video (managed by Rai Advertising in the traditional way), both in open auction in the private marketplace. In this regard Barbarani told us: “We started two weeks ago with the offer on Programmatic, which is currently open only in open auction. Within the next few weeks, however, we will implement the part of private deal . The strength of Rai are premium content, and we are working together with our new partner, how to enhance them better thanks to technology. “
We asked Barbarani also advise on the IAB Seminar. “It ‘a major event, especially if it deals with areas such as the new Programmatic, because it is important help operators to understand and learn about new market frontiers of digital communication . And who better to IAB, traditionally devoted to the Education of the industry, you can do it? “.
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