Rubicon Project And Zynga Announce New Marketing Collaboration: What It Means For Marketers

The Rubicon Project Inc (NYSE: RUBI), a company that focuses on automating the buying and selling of advertising, announced a new partnership on Tuesday with Zynga Inc (NASDAQ: ZNGA).Rubicon stated in a press release that the agreement offers marketers for the first time ever access to Zynga's premium guaranteed and reserved inventory via programmatic buying.Previously, access to Zynga's guaranteed inventory was only available through manual sales channels. Under the current agreement, Zynga's inventory will be available to programmatic buyers globally through Rubicon's Guaranteed Orders marketplace. The company added the inventory includes "highly sought after ad units" that combine "unique and compelling creative content, including gamified and native ads with deep first party data insights across the highest value placements including first look, limited interruption and sponsorship placements coveted by buyers."The agreement marks the first time that Zynga has made all of its game inventory available through automated guaranteed. It also marks the first time that buyers will be able to access the inventory through automated buying channels.Despite the new agreement, shares of Rubicon were trading lower by 1.31 percent Wednesday while shares of Zynga were lower by 0.39 percent at the same time.