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Dansk Udgivernetværk (Red de editores daneses) usará el comercio en tiempo real para incrementar los ingresos de los editores que sean miembros de la red

LONDRES, February 23, 2013 /PRNewswire/ --

Las agencias pujarán por segmentos de datos propios de diferentes editores

Los principales editores de Dinamarca se han asociado para lanzar la Red de editores daneses junto con Rubicon Project®, empresa líder en el sector de la publicidad automatizada, con el fin de ofrecer su inventario y datos en línea a los anunciantes a través del comercio en tiempo real.

Editores como Politiken, Jyllands-Posten, y Ekstra Bladet encabezan el colectivo, que proporciona una audiencia cualificada de más de 2,2 millones de usuarios únicos al mes. Hay más editores que se plantean unirse a la Red de editores daneses (Dansk Udgivernetværk). El objetivo de la red es ofrecer varios miles de millones de impresiones al mes, que estarán disponibles de forma colectiva a través de RTB.

Esta iniciativa es consecuencia del aumento percibido por los editores de la región de la demanda por parte de anunciantes y agencias de medios que desean adquirir inventario a través de RTB. Asimismo permitirá innovar a los editores en línea para incrementar su eficacia y maximizar su rendimiento.

Según Jay Stevens, vicepresidente sénior y director general de Rubicon Project, departamento internacional: "Hasta el momento, TDPN es el segundo mayor consorcio de editores que se creará en Europa. Recopilar y juntar sus activos de inventario y datos de esta manera les permitirá alcanzar el tamaño y dimensión de competidores como Facebook y Google para asegurarse de que consiguen su propia cuota de planes de agencias de medios. Colaboraremos con el equipo para garantizar la maximización de sus ingresos gracias a innovaciones como la creación de datos de segmentos, de manera que las agencias puedan dirigir sus actividades publicitarias de manera más eficaz, o el establecimiento de mercados privados con los departamentos especializados en la gestión automatizada de compra de publicidad de las principales agencias".  

Martin Jensen, presidente de Dansk Udgivernetværk, añade: "Dichos departamentos especializados están surgiendo en Dinamarca, por lo que sabíamos que teníamos que trabajar con la tecnología de comercio en tiempo real para tener acceso a estos ingresos y queríamos contar con una plataforma que nos diera el control para poder trabajar según nuestros propios términos y aumentar la eficacia. Además, sabíamos que podríamos hacer un mejor uso de nuestros propios datos si conseguíamos juntar estos activos y ofrecérselos a los compradores a mayor escala. Escogimos a Rubicon Project porque colaboran con muchos de los principales editores en Europa y ayudan al colectivo de editores La Place Media en Francia, lo que nos permite beneficiarnos de su experiencia y asesoramiento de la mejor manera posible a fin de aprovechar las tecnologías de comercio en tiempo real y optimizar el rendimiento".

Acerca de Rubicon Project

Rubicon Project® es una empresa que usa tecnología avanzada para la automatización de compra y venta de publicidad en todo el mundo. Más de 500 de los principales editores del mundo utilizan REVV®, la mayor plataforma de tecnología independiente del sector, para realizar transacciones con más de 100.000 anunciantes. Las tecnologías de automatización y los algoritmos de optimización de REVV permiten a los compradores y vendedores dirigir sus negocios a escala mundial en un mercado seguro para las marcas y en el que se realizan miles de millones de transacciones cada día. Para obtener más información, visite

Si desea más información, póngase en contacto con

Joanna Burton
Comunicaciones de marketing, departamento internacional
Rubicon Project
Correo electrónico: [email protected]

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