Rubicon Project — online advertising technology company

What is the Rubicon Project?

RubiconProject is an American online advertising technology company headquartered in Los Angeles, California. It provides applications and services for digital advertising sellers (including websites, mobile applications, and other digital media properties) to sell their advertising inventory; applications and services for buyers (such as advertisers, agencies, agency trading desks, and demand-side platforms) to purchase digital advertising; and a marketplace for intermediaries to execute such transactions.

RubiconProject's business introduction:

Rubicon Project operates an automated digital ad exchange that allows clients to sell and buy ads.

Its Advertising Automation Cloud is a scalable, high-end software platform dedicated to optimizing the primary market for real-time transactions between buyers and sellers of digital advertising. Through its algorithm-based high-speed, high-intensity data analysis solutions, the solution transforms the cumbersome and complex process of digital advertising buying and selling into a seamless automated process, optimizing results for buyers and sellers.

Buyers of digital advertising use its platform to reach 96% of Internet users in the United States and more than 550 million Internet users worldwide on some of the world's leading websites and applications. Sellers of digital advertising use its platform to maximize their advertising revenue, reduce costs, protect their brands and user experience, and since its inception, it has gained buyers in the global market and represented more than 100,000 brands.

Rubicon Project development:

Rubicon Project, Inc. was incorporated in Delaware in 2007.

In September 2009, Rubicon Project acquired OthersOnline, a Seattle-based audience profiling technology company.

In May 2010, Rubicon Project acquired Seattle-based malware detection company SiteScout.

In October 2010, Rubicon Project acquired Fox Audience Network, a subsidiary of News Corp. It also received $18 million in additional funding led by Peacock Equity, the venture capital arm of NBCUniversal (a subsidiary of Comcast).

In May 2012, the company acquired mobile technology company Mobsmith.

According to rankings provided by ComScore, in August 2012, the company was ranked the number one online advertising company in terms of reach, with 96.2% audience share. This put Rubicon ahead of Google for the first time, and also ahead of other competitors such as AOL and AT&T.

In 2013, Rubicon Project's total revenue was $83.8 million, with a net loss of $9.2 million and total marketing revenue increasing 26% to $25.8 million.

In February 2014, Rubicon Project filed for an initial public offering (IPO) and went public in April 2014 at over $20 per share. The stock fell back to around $16 per share later that month.

In March 2014, RubiconProject was ranked second among the top AdExchange entities by comScore.

In July 2016, Spotify announced on July 20 that it would cooperate with the online advertising platform Rubicon Project to enable advertisers to place more targeted advertisements on the real-time bidding platform by providing information such as users' gender, age, region, song lists, and listening habits.

In February 2017, Rubicon Project fired its president and several other executives.

On March 14, 2017, Frank Addante, CEO and founder of Rubicon Project, resigned from his position and took over as president. The company announced that Michael Barrett, former CEO of mobile advertising marketplace Millennial Media and chief revenue officer of Yahoo, would serve as the new CEO.

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