Rubicon Project Plans Major Technology Upgrade

Santa Monica-based Rubicon Project, the online ad network optimization firm headed by Frank Addante, is planning a major technology upgrade Wednesday. According to a note sent to its publishers, the firm is unveiling a technology it is calling REVV for Publishers Wednesday. The company said that the new technology--which the company described as "new technology from the ground up"--is engineered to "accelerate revenue" for the Web's largest publishers. No details on the exact upgrades to the service have been released, but Rubicon has been making a major push on Twitter and elsewhere to sign up premium publishers. Rubicon said it is migrating user accounts today and tomorrow ahead of its launch.