Rubicon Project has acquired RTK.io, a header bidding tools and services provider, for $11m in an all-cash transaction. In extending its Demand Manager product portfolio and client base, Rubicon will look to further address the needs of publishers around the world.

RTK, founded in 2014, has a solution built on Prebid – the same open source framework as the Rubicon Demand Manager introduced earlier this year. RTK provides publishers with an integrated user interface to configure, install, and implement header bidding, while offering reporting and analytics capabilities.

“RTK shares our commitment to open source and our passion for serving publishers with powerful tools and incredible client service,” said Michael Barrett, president and CEO of Rubicon Project. “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 monetisation and make quick, informed decisions to grow their businesses.”

Rubicon plans to combine Demand Manager and RTK’s solutions into a unified offering for publishers. Demand Manager is already utilised by publishers including Auto Trader, Business Insider, Discovery, Everyday Health, iHeart, LA Times, Publishers Clearing House, Redbox, Southern Cross Austereo, and Ziff Davis.

“We are thrilled to be joining Rubicon Project and look forward to being part of the Demand Manager team,” said Gareth Glaser, co-founder and CEO of RTK. “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.”