by Ciaran O'Kane on 29th May 2015 in TRADERTALK

In this week's TraderTalkTV, Rubicon Project International GM, Jay Stevens gives us a walkthrough of the XAPI offering.

XAPI looks to work with regional and global ad server solution providers to help them with holistic yield management, giving publishers access to programmatic demand.

Google has its "dynamic allocation" offering where it allows publishers to yield manage Google's programmatic demand (AdX), thirty-party demand and its own direct-demand across all available supply.

Google's DFP remains the premier in mature markets, but its footprint is not as strong in some regional markets – particularly in LATAM where most of the big regional publishers use e-planning.

Rubicon Project is working closely with e-planning to help with automated buying. The cost of running display campaigns in these market can often be prohibitive – and the XAPI relationship gives regional publishers access to new demand and revenue that they wouldn't have had access to.

The XAPI solution works across display and mobile inventory, and is already integrated with a number of ad server partners.

Ad ServerExchangeProgrammaticPublisher