Ad exchange Rubicon Project, and Telaria, a software platform that optimizes yield for video publishers, have announced the closing of their merger announced last December, creating the world’s largest independent sell-side advertising platform. The combined company will launch with a new name in the coming months and in the interim, will continue to trade on the New York Stock Exchange under the ticker symbol RUBI.
Together, Rubicon Project and Telaria said they will enable thousands of publishers to connect with thousands of buyers and brands, creating a global, independent alternative to walled gardens in the ecosystem. In addition, the combined company will be an omnichannel partner for buyers across formats, screens and geographies.
“We are very pleased to begin this new chapter for the combined company,” said Rubicon Project CEO, Michael Barrett. “Going to market as the world’s largest independent omnichannel sell-side platform with robust CTV [Connected TV] capabilities puts us in a great position to help publishers monetize across all auction types and help buyers safely and efficiently meet their campaign goals.”