Los Angeles-based The Rubicon Project, which operates a service to optimize the selection of ads on web sites, said today that it has debuted a new technology platform is it calling REVV for Publishers. The new software expands Rubicon's product from optimizing remnant ad network impressions, and into the domain of managing direct and in-house advertising. The firm said that the REVV product--targeted at premium Web publishers--now gives publishers control of non-guaranteed inventory, ability to manage sales rights by geography and other parameters, as well as continuing to optimize network ads, among other new features.