"Rubicon Project has long supported efforts, both internally as well as externally throughout the industry, to deliver consumers a faster and more streamlined experience on mobile devices,"
"Latency and heavy webpages overloaded with duplicative and unnecessary tech continue to be some of the biggest concerns consumers have with the mobile web. Engineering innovative solutions, like FastLane, that enable a better consumer experience and deliver greater publisher m"
Rubicon Project engineered an AMP-compliant header bidding solution called FastLane to enable publishers to monetize AMP pages with minimal page-load impact. Header bidding allows publishers to decide how to monetise inventory in real time but can slow page loads while allocating impressions, working counter to AMP's goal of faster mobile web experiences. FastLane aims to preserve mobile performance while restoring publishers' monetization control and addressing early publisher concerns about advertiser participation in AMP due to lack of compliant ad tech. The solution seeks to reduce latency from duplicative technologies and improve consumer experience, publisher revenue, and page speed.
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