SOURCE: SHIFT Communications

March 17, 2008 07:41 ET

PR Agency SHIFT Communications Named Agency of Record for The Rubicon Project and Powerset

SAN FRANCISCO, CA--(Marketwire - March 17, 2008) -


-- SHIFT Communications announced today that it is the public relations agency of record for both The Rubicon Project, based in Los Angeles, and Powerset, headquartered in San Francisco.

-- With $27 billion spent advertising online in 2007 and a disparate 300+ advertising networks online, the Rubicon Project's Web-based, self-serve solution gives Web sites access to the total available advertising market. Its smart matching technology links each ad impression with the optimal money-making opportunity.

-- Using techniques that take advantage of the structure and nuances of natural language, Powerset is building a large-scale search engine that breaks the confines of keyword search.

-- The SHIFT team provides corporate positioning, strategic messaging, Social Media consulting and media relations execution to help The Rubicon Project and Powerset raise awareness of their companies, grow product sales and establish industry thought leadership.

Please use this link to access a purpose-built page for more information about SHIFT Communications.


-- "The Rubicon Project is on a mission to automate the massive -- and massively inefficient -- Internet advertising industry," said Frank Addante, CEO and founder. "When it comes to PR, the old way of doing things is not an option. We were looking to partner with a renegade group that would appreciate our non-traditional approach to branding and marketing. Like us, SHIFT does things differently, and understands how to spark conversations in today's new media world."

-- "Powerset focuses on improving search through natural language processing," said Barney Pell, founder and CTO. "SHIFT has crafted ROI-driven PR campaigns and consistently secured great results for us."

-- "We always get excited to bring disruptive companies on board and to the forefront of discussions about new technology, and the Rubicon Project and Powerset both fit the bill," said Todd Defren, a principal at SHIFT Communications. "If you haven't already heard of these companies, stay tuned: you will." -- (Todd S. Defren, principal at SHIFT Communications -- click here for Defren's LinkedIn profile)

Please contact Parry Headrick ( to arrange an interview and/or for additional quotes.


The Rubicon Project is a group of industry-experienced, aggressive and passionate renegades dedicated to bringing a new level of efficiency to the fragmented Internet advertising space. The founders of the Rubicon Project shook up the online advertising industry in 1998 when they created L90/adMonitor, one of the most successful Internet advertising platforms that served over 3,000 of the web's most recognized sites, reaching 65% of the Internet population before DoubleClick acquired it.

$27 Billion was spent advertising online in 2007, yet it's still too hard for websites to sell their ad space online. the Rubicon Project's web-based, self-serve solution gives any size website the most complete access to the total available advertising market and its smart matching technology does all the work to match each ad impression with the optimal money-making opportunity. the Rubicon Project is the new online advertising standard that makes it effortless for websites to generate the mad cash they've always dreamed of. And, it's free to join. Websites looking to make more money while doing less work should visit:


Powerset is building a consumer search engine based on breakthrough natural language processing technology licensed from PARC and developed internally. Unlike other search engines that index keywords, Powerset does a deep linguistic analysis on every sentence it reads. Powerset extracts and indexes facts about every sentence in every page, making its index the first truly robust semantic index of the web. Powerset will offer a transformative search experience, with better, more relevant results. Powerlabs is an online community that will contribute to the development of Powerset and allow the company a direct line of communication with consumers to better understand the potential, possibilities, and challenges of building a large-scale search engine. For more information, visit or


SHIFT Communications is an award-winning, privately-held national public relations firm representing some of the best-known enterprise and consumer technology brands, including Akamai, Novell, Quantum, RealNetworks and Shimano. SHIFT pioneered the world's first Social Media News Release and Social Media Newsroom, changing PR forever. SHIFT Communications' 100+ employees are located in the Boston, Mass., and San Francisco, Calif. metros. For more information on SHIFT's high-tech public relations and consumer public relations, visit