Rubicon Project has filed for an IPO with US regulators, detailing plans to raise up to $100m (£61.29m) from the sell off of its common stock on the New York Stock Exchange.

The company brings together buyers and sellers of digital ads within its real-time, cloud-based trading platform. It boasts access to 100,000 top ad brands, as well as 500 premium publishers.

Betting on huge growth in the mobile ad sector, Rubicon Project acquired San Francisco-based MobSmith in 2012 and launched REVV for Mobile, a mobile ad sales platform. Last year, the company appointed former StrikeAd exec Paul Gubbins as its head of mobile for EMEA and launched a private mobile marketplace.

The filing reveals a 48 per cent increase in revenue for the nine months to 30 September 2013, reaching $55.7m, but net losses also grew from $4.4m to $9.2m. The ad platform now reaches 550m people worldwide, including 96 per cent of US internet users.

Existing investors include Clearstone Venture Partners and Rupert Murdochs News Corp. The number of shares to go on sale, as well as the price per share, were not revealed in the filing with the US Securities and Exchange Commission.