Rubicon hopes to ‘tear down the traditional divide’ between programmatic and direct buying with launch of Guaranteed PMPs

Rubicon Project has used its UK Automation Summit to announce the launch of Guaranteed PMPs (private marketplaces) – its latest offering, which it hopes will tear down the barriers between traditional direct buying, and programmatic media trading.   
The ad tech outfit used the summit, where it gathers both the buy- and sell-side of the industry, to announce what it is dubbing a major step in how direct deals will be executed, and what it believes will be another ‘chin