Rubicon Bolsters Certified Inventory Effort

Los Angeles-based The Rubicon Project, the online advertising optimization firm backed by Clearstone, Mayfield, IDG, and Peacock Equity, said today that it has enhanced its "Certified Inventory" program with a partnership with AdSafe Media. Rubicon's certified inventory program rates publishers' sites for safety, quality, and other factors, so that advertisers can better target their ads to the most appropriate web sites. According to Rubicon, it is integrating AdSafe's proprietary content analysis technology to help provide more advanced brand protection for its advertisers. Financial details of the relationship were not disclosed.