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What Did Rubicon And Zynga Announce At CES? And Why Would Trump, Bush And Clinton Care?


Javier Hasse , Benzinga Staff Writer

January 09, 2016 1:34pm

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What Did Rubicon And Zynga Announce At CES? And Why Would Trump, Bush And Clinton Care?
Related
Political Advertisements Coming To Zynga's Mobile Games
Zynga & Rubicon Project Announce New SponsoredPLAY Custom Mobile Advertising Product for Political Campaign Advertisers
Related ZNGA

The Rubicon Project Inc
RUBI
and Zynga Inc
ZNGA
announced a new SponsoredPLAY Ad Unit this week.
In a report issued Thursday, analysts at Jefferies noted that, “Together, via Rubicon's Guaranteed Orders platform, the two companies are bringing the new, immersive ad unit to political advertisers prior to the 2016 election.”
The analysts reiterated Buy ratings on both companies, setting a $24.00 price target on Rubicon and a $5.00 price target on Zynga.

In 2015, Rubicon launched a political and advocacy team that is focused on bringing “programmatic automation to the $11B+ projected spend on political advertising in 2016 ($1B+ is expected to be spent specifically on digital advertising).”

In a session on "the future of digital political engagement" at the CES this week, Rubicon and Zynga announced that they would be launching a new, custom mobile ad product for political campaign promoters: Sponsored PLAY.

Amy Gershkoff, Zynga's Chief Data Officer, said the product “delivers engagement at 6x the rate of traditional mobile ads.” The partnership with Rubicon allows the ads to be offered at scale to politicians interested in reaching potential voters.

What’s interesting about this new platform is that the units will be displayed as native mini-games, emulating the content of the game the user is playing at the time.

Rubicon and Zynga announced on Tuesday “the exclusive launch of access to Zynga's guaranteed and reserved inventory programmatically, via Rubicon's Guaranteed Orders platform. Previously, this largely premium inventory was only available to advertisers via Zynga's direct sales force. The sought-after native ad units use deep first-party data including first look, limited interruption and sponsorship placements. Rubicon's platform provides global scale for Zynga's guaranteed inventory,” analysts at Jefferies said in a report issued Thursday.



Read more: www.benzinga.com/analyst-ratings/analyst-color/16/01/6128435/what-did-rubicon-and-zynga-announce-at-ces-and-why-would#ixzz3xnClD6mn



Source:

http://www.benzinga.com/analyst-ratings/analyst-color/16/01/6128435/what-did-rubicon-and-zynga-announce-at-ces-and-why-would?utm_campaign=partner_feed&utm_source=marketwatch.com&utm_medium=partner_feed&utm_content=analyst_ratings_page