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Rubicon Makes Moves in Ad Tech
By: Dwayne W. Waite Jr.
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The Rubicon Project is looking to make some waves in advertising technology and online advertising exchanges.

Yes, in case you thought differently, advertising companies are still trying to figure out ways to make automated exchanges for ad placement more efficient and profitable, not to mention less annoying for the consumer attempting to be reached.

Rubicon announced today that it is buying Chango, a Canadian-based startup that has a goal to deliver ads based on consumers' implicit or explicit intent through its "intent marketing technology."

Seems like the predictive modeling and marketing analytics won't be going away anytime soon.

The total sale, according to the NY Times, was around $122 million.

As companies continue to build their advertising technology arsenals, it will be interesting to see how consumers react to this kind of activity. Obviously the ideal reaction would be lackluster; since the intent technology is to model normal behavior, the ads should have minimal disruption.

But we guess we shall see.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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