Rubicon Project has acquired header bidding tool and services provider RTK.io in an aim to improve simplicity for its publisher partners for $11m.
The all-cash deal to acquire New York-based RTK will build on Rubicon’s Prebid, the same framework as header bidding solution Demand Manager, which launched in May.
Founded in 2014, the programmatic infrastructure and ad operations company aims to provide publishers with an integrated user interface to configure, install, and implement a complete header bidding solution.
Explaining the move, Michael Barrett, president and chief executive of Rubicon Project claimed that both companies shared a “commitment” and “passion” in serving publishers.
“The company has a strong group of header bidding experts and Prebid developers that adds depth to our already great team. Together, we will accelerate our shared vision of helping publishers regain control of their monetization and make quick, informed decisions to grow their businesses,” he added.
Gareth Glaser, co-founder and chief executive of RTK, added: “Rubicon Project’s resources and footprint supporting our integrated product will enable us to bring new levels of service and innovation to publishers globally, and to further our shared vision of bringing a transparent and collaborative approach to the industry.”