RB GLOBAL'S STORY
Powering Global Auctions with Smarter Messaging: How RB Global Uses AdButler
Quick Overview
Founded
1958 (as Ritchie Bros., now RB Global)
Reach
170+ countries across multiple industries (automotive, construction, transportation, energy, agriculture, and more)
Ad Model
Internal promotions, customer messaging, homepage optimization
Inventory Details
Inventory
Homepage placements, login-state messaging, geo/demographic/date-specific creative
Ad Formats
Banner ads, internal promotional creatives, personalized calls-to-action
Audience
Global buyers and sellers engaging with RB Global's auction platforms
Advertisers
Primarily internal (RB Global divisions, promotions, customer engagement campaigns)
What's Next?
Expanding audience targeting to deliver even more relevant, personalized messaging across the buyer and seller journey
Who Is RB Global?
RB Global (NYSE: RBA | TSX: RBA) is a worldwide leader in commercial asset auctions and marketplace solutions. With brands like Ritchie Bros., IAA, GovPlanet, IronPlanet, and Marketplace-E, the company connects millions of buyers and sellers across industries ranging from construction to agriculture.
Through its omnichannel platforms, including live auction sites in 13 countries and powerful digital marketplaces, RB Global empowers businesses with the tools, insights, and transaction solutions to succeed.
The Challenge: Smarter Messaging, Not Just Ads
For a global player like RB Global, messaging isn't just about selling ad space. It's about delivering the right message to the right customer at the right time. Whether that's promoting a new auction, nudging a logged-in buyer to complete their account, or highlighting internal services.
Previously, these updates relied on a CMS, which limited flexibility and slowed down execution. With a homepage that drives the bulk of customer traffic, RB Global needed a smarter, more agile solution to control its three prime ad spots.
The Solution: AdButler as a Dynamic Messaging Engine
RB Global turned to AdButler's enterprise ad-serving platform to power homepage placements and internal promotions. Unlike traditional ad-serving use cases, RB Global uses AdButler as a dynamic content engine; delivering messaging tailored to:
Geographic and demographic targeting
Date-based campaigns (e.g., auction reminders)
Login-state triggers (e.g., incomplete customer accounts)
This setup allows the team to rapidly swap creative, test messaging, and ensure homepage placements always reflect the most relevant promotions.
"We don't use AdButler as a traditional ad server. Instead, we leverage it to dynamically update messaging based on geography, audience demographics, and timing."
Paul Jassal
Director of Digital Marketing, RB Global
Partnership in Action: Support That Scales
Implementation wasn't without its challenges, but RB Global credits the AdButler team — particularly Rob and Marcus — with providing hands-on, collaborative support.
"The support has been excellent. Rob and Marcus consistently find solutions for us, even when it requires extra effort and problem-solving."
Paul Jassal
Director of Digital Marketing, RB Global
This partnership ensured the platform didn't just run — it ran in a way that fit RB Global's unique workflow and objectives.
The Impact: Flexibility, Speed, and Control
While RB Global doesn't frame its use of AdButler in terms of traditional ad revenue metrics, the benefits are clear:
Faster campaign execution compared to CMS-based updates
Greater flexibility in tailoring homepage messaging
Better customer engagement through timely, targeted promotions
Reliable control over high-traffic placements
For RB Global, AdButler has become less about ad serving and more about strategic messaging at scale.
What's Next: Smarter, More Personalized Targeting
RB Global is now working toward audience-based targeting, integrating customer behavior signals to deliver even more personalized experiences. Imagine homepage promotions that not only match geography or auction dates but also reflect where a customer is in their buying or selling journey.
This evolution will further strengthen RB Global's ability to drive engagement, conversion, and customer satisfaction across its global marketplace ecosystem.
Final Word
RB Global didn't just adopt AdButler to serve ads; they transformed how their homepage communicates with millions of buyers and sellers worldwide. By using AdButler as a flexible, enterprise-grade messaging tool, RB Global continues to keep its marketplace agile, responsive, and customer-first.
