Innovation & Engineering

State-of-the-Art Hardware Engineering Will Drive the Automated Ad Revolution

April 9th, 2013   |   by fbadmin

Well-engineered hardware will advance automated trading in advertising – just like it did in financial services.

Financial stock trades are now executed in nanoseconds. Digital ad trades are now completed in milliseconds. The advertising transactions themselves are becoming faster and more complex as more variables are computed and more bidders enter the market. Advertising inventory is also perishable; unlike a stock trade that can sit on the market, an ad impression is like an empty airplane seat, once it’s gone, you can’t monetize it.  Finally, devices and Internet access are getting faster and faster.  So we’re going to need new and better hardware just to keep up.

That means to succeed in this marketplace we need to develop state-of-the-art chips and networks each and every day. It’s a major challenge that we have to meet in order to drive the automated advertising revolution forward.

At the Rubicon Project, we’re engineering hardware like RIB (Rubicon in a Box), which is a custom-engineered appliance designed specifically to power high-speed, high-scale automated ad trading.