Rubicon Project, which operates the ‘REVV’ real-time trading platform for buying and selling digital ads, has launched a mobile private marketplace solution through its Connect platform, which automates higher-priced direct orders between premium publishers and large agencies, enabling publishers and buyers to classify and discover premium mobile inventory by platform (phone or tablet) and mobile operating system (iOS, Android, Blackberry or Windows).

According to Rubicon Project, the number of active deals in Connect has doubled, and live premium packages have increased 300 per cent since January 2013. Now the company says it intends to repeat this success with premium mobile inventory. While publishers can create premium ad packages, the lack of cookies and targeting for mobile devices enables publishers to create the highly sought after mobile packages desired by buyers, especially when first-party data is featured.

“The explosion of mobile users represents an enormous opportunity for advertisers and publishers alike,” said Josh Wexler, general manager, mobile, for Rubicon Project. “But buying and selling mobile advertising is often complex and challenging, particularly for premium advertising. Many publishers lack the resources to sell their premium mobile ad products directly, and many buyers are struggling to find quality mobile inventory at scale. Connect makes it simple for sellers to package premium inventory, easy for buyers to find it, and efficient for both parties to reach agreement and execute.”