1XL, the advertising platform established by local newspaper publishers, has signed a deal with the Rubicon Project.

1xlThe Rubicon Project operates one of the largest advertising marketplaces worldwide, and should offer 1XL localised advertising at a “national scale.”

“As part of the Mediaforce Group, 1XL is able to access its planning expertise in regional press to help digital buyers’ campaigns outperform the market.  We are thrilled to partner with the Rubicon Project to help buyers access the power of premium local audiences through automated channels,” said Scott Gill, managing director at 1XL.

1XL is made up of more than 30 regional UK publishers, including Johnston, Newsquest and Archant. By joining forces and combining audience data, they say they have a de-duplicated reach of more than 25m users, leading to 1bn ad impressions each month.

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“This is a really exciting proposition and one Rubicon Project are proud to be powering. The aggregation of these regional publishers’ inventory and data assets means 1XL is able to provide advertisers a unique opportunity in the UK,” added James Brown, managing director for UK and Ireland, Rubicon Project.

The partnership with Rubicon Project will allow buyers to bid on first party audiences, such as mothers and sports enthusiasts, via private marketplaces.