Why Rubicon Project Is Buying RTK.io For $11 Million

By Amit Chowdhry ● Oct 23, 2019
  • Rubicon Project announced recently that it is buying RTK.io, a leading provider of tools and services known for making header bidding simpler

Rubicon Project — a global exchange for advertising — announced that it is acquiring RTK.io. RTK.io is a leading provider of tools and services that is known for bringing simplicity and control to header bidding for publishers. And RTK’s platform is built on Prebid — which is the same open-source framework as Demand Manager (header bidding solution Rubicon Project launched in May 2019).

Launched in 2007, Rubicon is one of the world’s largest advertising exchanges. And Rubicon provides websites and apps with the tools and expertise they need in order to sell ads easily and safely. Rubicon’s agency and brand partners rely on Rubicon Project’s technology for executing billions of advertising transactions every month.

RTK’s technology and team enables Rubicon Project to extend its Demand Manager product portfolio and client base. And in the next few months, Rubicon plans to integrate the two solutions in order to address the growing needs of publishers globally.

“RTK shares our commitment to open source and our passion for serving publishers with powerful tools and incredible client service,” said Rubicon Project President and CEO Michael Barrett. “The company has a strong group of header bidding experts and Prebid developers that adds depth to our already great team. Together, we will accelerate our shared vision of helping publishers regain control of their monetization and make quick, informed decisions to grow their businesses.”

Based in New York City, RTK is a programmatic infrastructure and advertising operations company that has been dedicated to making ad tech more efficient since it launched in 2014. And RTK provides publishers with an integrated user interface to configure, install, and implement a complete header bidding solution. Plus RTK’s reporting and analytics capabilities are fast, flexible, and drives better yield management for its partners.

“We are thrilled to be joining Rubicon Project and look forward to being part of the Demand Manager team,” added RTK.io CoFounder/CEO Gareth Glaser. “Rubicon Project’s resources and footprint supporting our integrated product will enable us to bring new levels of service and innovation to publishers globally, and to further our shared vision of bringing a transparent and collaborative approach to the industry.”