The Rubicon Project is currently the third-largest online advertising company, after Google and Yahoo!. The Los Angeles based company is now promising that their ad-optimization technology could increase online revenue for news outlets by 60 percent. Frank Addante, the company’s founder, suggests that technology that can adapt ads to the particular article in more sophisticated ways will increase profits for news outlets, eventually making up for the loss of advertising on the print side.
You can read the Los Angeles Times article in its entirety here.