“Moments” Marketplace: Rubicon x Kiip Integration

Role: Product Lead

Company: Kiip (partnering with Rubicon Project)

Year: 2017

🧩 Challenge

Kiip’s “Moments” ad experience — delivering rewards at emotionally resonant moments in mobile apps — had strong performance, but was limited to direct, manual deals. Scaling the model required opening inventory to programmatic buyers without compromising quality or targeting precision.

🧠 Strategy

• Partnered with Rubicon Project (now Magnite), leveraging their xAPI infrastructure
• Framed Kiip’s inventory as a new “Moments Marketplace”, making positive emotional engagement available to buyers at scale
• Designed targeting based on 100+ moment categories (e.g. achievement, health, loyalty)
• Maintained experience integrity while enabling automated deal flow via PMP and open market

🛠 What I Built

• Defined and launched the first programmatic “rewarded moment” inventory offering
• Mapped moment categories to Rubicon’s API specs for real-time segmentation
• Worked across engineering, data science, and BD to build a scalable integration
• Created advertiser education and GTM positioning in collaboration with Rubicon’s revenue team

📈 Outcome

• Enabled real-time access to “Moments” inventory via Rubicon Project’s xAPI
• Drove 160% lift in brand favorability compared to standard mobile ads
• Opened programmatic revenue channel for Kiip’s publisher network
• Validated the “rewarded moment” as a measurable, premium media segment
• Recognized as a first-mover use of emotional engagement + programmatic automation

🔗 External Reference

Read the Press Release →