For the 2016 Rio de Janeiro Olympic Games, Rubicon Project decided to collaborate with the brands that don’t have large budgets to advertise on TV during the sports events and choose mobile device screens instead. The company is working with publishers to create advertising packages that are specific for the Olymics.”This makes the Olympic Games more affordable for advertisers seeking to tap into this unique moment” stated John Peragine, Head of Video at Rubicon. “I would say this is the first time the Olympic Games have been automated at this level.”The company signed with the USA Today network and Condé Nast as the first publishers that will participate in the offer. According to Rubicon Project, the publishers who have joined the initiative have a collective reach of nearly 100 million people. This is the first time that Condé Nast has targeted audiences programmatically for a specific event.Peragine said that publishers who are a part of Rubicon Project’s network have an opportunity to package their inventory in desirable ways for advertisers so they can reach audiences in ways they couldn’t with television, like including themselves in important conversations that take place during the sports events. Rubicon Project surveyed a thousand fans of the sport to see how they plan to watch the Olympics. 79% of millennials plan to see them online, 7 out of 10 from a mobile device. “It’s really about the fans taking control” Peragine said to conclude.
