Take technologies that are complex and make them simple.

That’s the market-first approach behind the beta launch of Rubicon Project’s newest ad tech innovations: DSP Builder and High Frequency Cloud 2 (HFC2).

“Rubicon Project has always wanted to be known as the infrastructure that powers advertising, both on the buyer and seller side – the way to connect the two pieces,” Tim McQuillen, chief knowledge officer at Los Angeles-based Rubicon Project, told CMSWire.

The first two projects to come out of the company’s innovation lab called The Garage, McQuillen hopes these products will help Rubicon Project grow the market, allow new players to enter, and ultimately, grow their customer base.

“We feel that DSP builder and HFC2 will allow us to take that great infrastructure and open it up to the market to take advantage of scale.”

The Innovations

DSP Builder

According to McQuillen, the new DSP (demand-side platform) Builder is a complete development platform that allows a business to create real-time bidding apps in innovative areas such as faucet advertising used in public restrooms or screen ads in elevators.

“DSP takes something really complex behind the scenes and provides the technology needed for scale, as well as the ability to reach different markets and consumers,” said McQuillen.

He added that, although historically, building a demand-side platform has been a complex process, DSP Builder allows entrepreneurs or developers to build one in minutes.


HCF2 is the second generation of Rubicon Project’s automation cloud platform, built for high-scale, high-transaction apps.

“It’s the heart of what connects buyers and sellers,” said McQuillen.

He added that, unlike Amazon’s cloud, which was built for websites, HCF2 was designed to handle high-scale transactions.

Learning Opportunities

“There was a need in the market – especially advertising – to handle high transactions such as e-commerce sites, and big data,” he said. “HCF2 saves processing costs because you’re connected into Rubicon, as well as other sources of supply. If you’re an analytics or data provider, it allows for faster, real-time processing power to data-enable your apps.”

McQuillen added that Rubicon Project wants to “allow the world to use this in a number of ways – inside or outside of ad tech.”

A Record of Disruption

Rubicon Project has an impressive record of market growth in many areas.

According to McQuillen, when the company launched in 2007, there were only 100 ad networks. After the launch of their ad network optimization platform, that number grew to more than 500.

Then, in 2010, with the launch of their real time bidding platform, they saw the number of DSP’s grow from zero to more than 300.

“Early in the business, we tried to simplify ad networks,” said McQuillen. “We did the same for real time bidding, and then for direct order automation. This was the logical next step.”

“These are our first two concepts out The Garage. We are hopeful that the market feels as strongly about them as we do.” 

Creative Commons Creative Commons Attribution 2.0 Generic License Title image by Darwin Bell.