Adtech firm Rubicon Project has been selected by BT to boost the broadcaster and internet provider’s digital ad proposition.
BT’s online advertising wing will use Rubicon Project’s exchange to connect advertisers to its ten million users across BT.com, BT Sport.com and the BT Sport and BT Wi-Fi apps.
Under the agreement, BT will use Rubicon Project’s technology to internally manage its programmatic sales across mobile in-app, mobile web, video and desktop inventory in open and private marketplace environments.
Ad2One, the digital sales house, will continue to sell BT’s guaranteed inventory.
“We are expanding our digital advertising team and looking to work with new partners who can help us provide great performance for our buyers and drive incremental growth to our expanding digital assets,” said Stuart Keith, head of digital advertising sales at BT.
“As we continue to develop and invest in digital advertising, we are confident Rubicon Project is the right choice for BT as the next platform to partner with.”
Rubicon Project recently made headlines when the Guardian announced that it was suing the firm six months after the publisher revealed it was losing as much as 70 pence in every pound to adtech middlemen.
Earlier this year the publisher confirmed it is preparing to sue Rubicon Project “for the recovery of non-disclosed buyer fees in relation of Guardian inventory.”
Rubicon Project said it disputes the allegation, stating that it charges buyer fees for certain services and that it disclosed that fact both publicly and in the contract it signed with the Guardian over a year ago.
“We split our fees between sellers and buyers, reflecting the value we provide to both,” Rubicon said in March.
