UK publisher co-operative 1XL has appointed Rubicon Project to sell its programmatic ad inventory programmatically. The 1XL co-operative includes more than 30 UK regional publishers, including Johnston Press, Newsquest, Archant, Independent News and DC Thomson, who together account for over 800 sites across the UK and Ireland. By joining forces and combining both their unique inventory and audience data, the publishers have a de-duplicated reach exceeding 25m users, garnering a billion ad impressions a month.
For advertisers, the alliance enables them to access local audiences through a single buying platform. In addition to open RTB, the partnership with Rubicon Project allows buyers to bid on first party audiences, such as mothers and sports enthusiasts, via private marketplaces, and to buy inventory on an ‘automated guaranteed’ basis.
“This is a really exciting proposition and one Rubicon Project are proud to be powering,” said Rubicon Project UK and Ireland MD, James Brown. “The aggregation of these regional publishers’ inventory and data assets means 1XL is able to provide advertisers a unique opportunity in the UK.”