6 months after the merger, Magnite renames its ad stack

Six months after the Rubicon Project and Telaria merger spawned the Magnite brand, the ad technology company is continuing its marketing efforts, this time naming its product offerings.

Earlier this week, the ad technology company began reaching out to customers and partners to let them know that the old Telaria offering is now known as Magnite CTV, while Rubicon Project will be known as Magnite DV +. .

“While we are now a unified company, the platforms formerly known as Telaria and Rubicon Project continue to evolve,” reads a note shared with clients that highlights the ongoing transformation of the business. .

Magnite CTO Tom Kershaw told Adweek that the company’s management has considered unifying the duo’s respective technology platforms, but the evolving nature of the market – the company is place your bets on connected TV—Separate offers required.

“We came to the conclusion that it didn’t make sense,” he explained. “We had to have a platform optimized for CTV because it’s such a different environment… so we decided to keep one for CTV, and a more general one. [for display advertising]. “

Seasoned industry watchers will notice how popular the name DV is with marketers in the relatively small programmatic advertising landscape – Google’s automated ad buying platform is called DV360and measurement company DoubleVerify is often abbreviated as “DV” by many.

Kershaw told Adweek that the company was more concerned with developing product features, such as common reporting and targeting tools between the two platforms, than creating a single brand identity for the former offering of the. Rubicon project.

“We went with ‘DV’ because there is basic display and video, and the ‘+’ means there’s a bunch of other stuff we’re working on. [such as audio and digital out-of-home], “he explained.

“Are people going to confuse it with DV360 or DoubleVerify?” Maybe, ”Kershaw said. “‘DV +’ may not be perfect, but it’s a description.”

the Magnite brand was unveiled last year, three months after the official merger of Rubicon Project and Telaria, with the timing of the announcement set to coincide with the Cannes Lions Festival of Creativity slated for last year.

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