New York Stock Exchange listed Rubicon Project (NYSE: RUBI), with MaxAxion and Kagiso Media, have formed a new digital advertising consortium that includes some of South Africa’s most influential publishers.
The AdJoin Africa publisher co-operative, powered by Rubicon Project’s technology platform, will allow buyers and advertisers exclusive access to premium local audiences across Africa. Buyers can use first-party data and the most creative, engaging advertising formats on the market – display, rich media, native and video – in one simple programmatic buy.
“It’s an exciting time at MaxAxion as we see this almost two year long project come to fruition through Rubicon Project’s technology platform. Having the ability to access premium audiences is compelling for both brands and agencies as we look to disrupt a market once monopolised by the larger media houses,” said Daniel Courtenay, CEO of MaxAxion.
Launching in April 2016, AdJoin represents the ideal solution for local campaigns and global buyers looking to reach the African marketplace at scale, bringing together both its own and third party media partners. For advertisers, the co-op provides one single programmatic solution for driving influence at scale and allowing them to cut-through an increasingly fragmented market.
Vincent Maher, Kagiso Media’s chief innovation officer says automated media buying is the future of digital advertising. “AdJoin gives publishers the benefits of scale and advertisers what they have been looking for from digital all along, simplicity,” he said.
AdJoin has been met with great enthusiasm by key agencies and buyers throughout Africa. The announcement took place at the recent Programmatic Summit, a conference hosted in Cape Town on 9 March that showcased the future of programmatic marketing to the mobile and advertising industries.
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