The Rubicon Project, a digital advertising technology and data company, has partnered with mobile advertising platform mOcean Mobile to launch REVV for mobile.

Known as RFM, the new platform is designed to provide premium Web publishers with a unified view into monetization across their display and mobile platforms. Available through the company?s REVV for publishers advertising platform, RFM offers publishers a platform that includes mobile ad serving, campaign management and ad network optimization to match every mobile ad impression with the highest paying demand source.

?Open access to high-quality content and media services are vital to a healthy advertising ecosystem,? said Craig Roah, founder and chief operating officer of the Rubicon Project, Los Angeles. ?Ensuring that digital content remains a sustainable business is our goal.

?We provide the digital advertising technology and data platforms to help publishers and media to flourish,? he said. ?Publishers need technology engineered specifically for their needs, and we continued to hear from many of our publishers that they are in need of a solution for monetizing their mobile ad inventory.  

?Therefore, we partnered with mOcean Mobile to integrate their technology into our REVV for publisher advertising platform, providing publishers a one-stop-shop for monetizing their display and mobile inventory.?

The Rubicon Project launched in 2007 with a mission to automate the $65 billion global online advertising industry.

Clients include publishers such as NBC Universal, Gannett and CareerBuilder, optimizing more than 45 billion ads each month and reaching more than 500 million unique Internet users.

A sister company of mobile ad network Mojiva Inc., mOcean Mobile currently manages billions of ads for mobile Web sites and applications.

MOcean Mobile gives publishers and brand marketers of any size tools, techniques and analytics to efficiently run and profit from mobile advertising campaigns.

Revv up mobile advertising
Through the REVV Marketplace, the Rubicon Project claims that premium sales channel partners will now have access to unique mobile and display inventory in one place, helping maximize ad revenue.

?We needed to find a partner that would offer a technology solution that would integrate seamlessly with our ad technology and data platform,? Mr. Roah said.

?After evaluating a number of companies in the mobile advertising space, we found mOcean to have the mobile ad serving capabilities and UI that would fit the needs of our customers,? he said.

REVV for mobile, integrated within the REVV platform, features:

? Campaign creation and creative trafficking across multiple platforms
? Real-time reporting
? Integration with all major third-party mobile ad networks
? Auto-optimization based on multiple data points, including eCPM, click-through rate and fill rate
? Optimization by network, site and zone
? Inventory forecast available daily by site, country, carrier and handset
? Landing page creation
? Channel management
? Brand and ad quality protection

This launch is an execution toward achieving the sixth principle outlined in the Rubicon Project?s recently-released manifesto, Principles of a REVVolution ? or, the ad server is dead, in which the company commits to supporting ad monetization across all digital content, regardless of format.

?The Rubicon Project?s client kept asking, ?You did a great job for us online, could you take over our mobile ad campaigns?? and they said no , they said no, they said no, then they said ?We?ve got to figure this out,?? said Dave Gwozdz, CEO of Mojiva Inc., New York.

?They think that mobile will soon be as big or bigger than their online business, and they do quite a lot of business online,? he said.