Rubicon Project Extends Into Mobile Ads

Los Angeles-based Rubicon Project is extending into mobile advertising, the firm said today, with a new mobile ad optimization product. According to Rubicon Project, its new REVV for Mobile (RFM) product will provide mobile ad serving, campaign management, and ad network optimization on mobile ad impressions. The firm said the new mobile offering comes from a partnership with mOcean Mobile. Rubicon's new product provides automation of mobile advertising, based on eCPM, click through rates, and fill rates, similar to Rubicon's web product. Financial terms of the deal with mOcean were not announced. Rubicon is venture backed by Clearstone Venture Partners, IDG Ventures, Mayfield, and Peacock Equity Fund.