The Rubicon Project, Inc. Among Cloud Top 500

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The Rubicon Project, Inc. Strengths, Domain Expertise, and Key Differentiators

Rubicon Project pioneers advertising automation technology to enable the world’s leading brands, content creators and application developers to trade and protect trillions of advertising requests each month and to improve the advertising experiences of consumers. Rubicon Project has engineered one of the largest real-time cloud and Big Data computing systems, processing trillions of transactions within milliseconds each month.

The combination of Rubicon Project and Telaria will create an essential omnichannel partner for buyers to reach their target audiences, across all formats and devices, anywhere in the world. The result will be an optimized supply path across CTV, desktop display, video, audio, and mobile, committed to exceptional client service, industry-leading transparency, robust support for identity solutions and brand-safe, fraud-free premium inventory.

The Rubicon Project, Inc. Recent Developments

In June 2020, Rubicon Project has rebranded as Magnite, as the sell-side ad-tech company aims to convince investors that it is more than the sum of its parts after its merger with Telaria. Rubicon Project had previously been associated with display ad inventory, while Telaria (arguably the smaller of the pair) specialized in connected TV, with the merged entity aiming to position itself as an omnichannel SSP.

In Octomber 2019, Rubicon Project integrated with LiveRamp® (NYSE: RAMP) and its IdentityLink graph. The integration allows identity to be efficiently passed in real time and enables a more consistent view of the consumer. LiveRamp’s IdentityLink is a neutral, privacy-first, people-based identifier. Rubicon Project’s implementation of IdentityLink in the bidstream enables DSPs to directly transact on IdentityLinks (IDL), which reduces dependence on cookies, improves addressability, and allows marketers to engage people, rather than devices, to deliver more meaningful experiences.

In March 2019, Rubicon Project implemented The Trade Desk’s unified ID solution onto their digital advertising exchange. The unified ID solution allows for increased coverage, more relevant advertising and faster load times, which benefit all parties from advertisers to consumers. This joint effort and implementation aim to improve match rates and identity resolution outside of walled gardens.

In May 2019, Rubicon Project released Demand Manager. Demand Manager is a new service that makes it easy for large publishers to deploy, configure, and optimize their own Prebid-based header bidding solutions. Discovery Inc., Publishers Clearing House, AutoTrader, Southern Cross Austereo, and Domain were among the first clients to integrate Demand Manager into their daily operations.

The Rubicon Project, Inc. Mergers and Acquisitions (M&A) Activities

In April 2020, Rubicon Project (NYSE:RUBI) and Telaria (NYSE: TLRA), the complete software platform that optimizes yield for leading video publishers, closed their previously announced merger, creating the world’s largest independent sell-side advertising platform, poised to capture growth in CTV. The combined company continues to trade on the New York Stock Exchange under the ticker symbol RUBI. Together, Rubicon Project and Telaria 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 is an essential omnichannel partner for buyers across formats, screens and geographies.

The Rubicon Project, Inc. Customers in ARTW Customer Database

Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying The Rubicon Project, Inc. applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of The Rubicon Project, Inc. and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified REVV Real Time Trading platform customers.

The Rubicon Project, Inc. Key Enterprise and Cloud Applications

REVV Real Time Trading platform

The Rubicon Project, Inc. Revenues, $M:

Type/Year20182019YoY Growth, %
Total Revenues, $M Subscribe Subscribe Subscribe
Enterprise Applications Revenues, $M Subscribe Subscribe Subscribe
Cloud Applications Revenues, $M Subscribe Subscribe Subscribe

* Enterprise Applications Revenues = License + Support & Maintenance + SaaS
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.

The Rubicon Project, Inc. Revenue Breakdown By Type, $M:

TypeLicenseServicesHardwareSupport & MaintenanceSaaS
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The Rubicon Project, Inc. Revenues By Region, $M

Region% of Total Revenues2019 Total Revenues, $M2019 Enterprise Applications Revenues, $M2019 Cloud Applications Revenues, $M
Americas Subscribe Subscribe Subscribe Subscribe
EMEA Subscribe Subscribe Subscribe Subscribe
APAC Subscribe Subscribe Subscribe Subscribe
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The Rubicon Project, Inc. Direct vs Indirect sales

RegionDirect SalesIndirect SalesTotal
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The Rubicon Project, Inc. Customers - Breakdown by Geo, Size, Vertical and Product

List of Verified The Rubicon Project, Inc. Customers

No. of The Rubicon Project, Inc. Customers: x

No. of The Rubicon Project, Inc. Enterprise Applications Customers: x

No. of The Rubicon Project, Inc. Cloud Customers: x

No. of The Rubicon Project, Inc. Cloud Subscribers: x

The merger with Telaria showed no overlap in customers. Uniquely Positioned to Serve Global Publishers: Rubicon Project and Telaria have complementary domestic and international footprints with strengths across the Americas, EMEA and APAC. Telaria’s clients include the most innovative video content publishers across the globe such as Hulu, SlingTV, PlutoTV, TubiTV, Singtel, Australia’s Nine Entertainment Co, Network 10 and Seven West Media, and Brazil’s Globo.

In 2018, the Rubicon Project reached more than 23,000 video buyers. During this period, Rubicon Project added new video inventory from premium publishers including Univision/FMG, Spotify, Flipboard and Gannett/USA Today Network. The company also onboarded 200 accounts and 2,000 new sites. Customer wins includes Tapjoy, Cadreon, IPG Mediabrands’, Gameloft Advertising Solutions, AdMore, Zynga, Choueiri Group, Adspace Networks, Inc., Captivate, BITPOSTER, Comcast Spotlight, InMobi, Jumpstart Automotive Group, Business Insider, Future plc, Publicitas and DigitasLBi, and more.

The Rubicon Project, Inc. Market Opportunities, M&A and Geo Expansions

After the completed merger in 2020, Rubicon Project and Telaria enable thousands of publishers to connect with hundreds of buyers and brands, creating a global, independent alternative to closed players in the ecosystem. In addition, the combined company will be an essential omnichannel partner for buyers across formats, screens and geographies. Both companies bring premium publisher partnerships and unique technical capabilities: Telaria as a leader in CTV, and Rubicon Project as an expert in scaled programmatic operations.

In January 2020, Rubicon Project has executed an agreement to enable Asiaray to programmatically sell its digital out-of-home (DOOH) and video inventory across Hong Kong and Singapore using Rubicon Project’s technology platform. This will include providing buyers access to digital inventory across the 32 new train stations on Singapore’s soon-to-be operational Thomson-East Coast Line, displaying responsive advertisements that can adapt quickly to the time of day, weather or other commuter dynamics.

In July 2017, Rubicon Project acquired nToggle, a technology company that makes it easier and more cost-effective for programmatic buyers to find the inventory they’re looking for among the billions of bid requests they receive each day. The technology will be made available on the Rubicon Project platform in the coming months, giving buyers the option to utilize the bid request optimization technology.

The Rubicon Project, Inc. Risks and Challenges

Rubicon is shaking up the digital advertising market, which in itself is disrupting the overall ad market. The onslaught of mobile devices, coupled with new media channels, poses as many opportunities as risks for upstarts like Rubicon.

The good news is Rubicon seems to be getting a bigger piece of the digital advertising spend. If the rate of increase for managed revenue continues to soften, Rubicon may need to boost pricing further or add more value in order to sustain its own revenue growth.

The Rubicon Project, Inc. Ecosystem, Partners, Resellers and SI

During 2018, the advertising company added 3 additional DSP partners, bringing the total to 79. Rubicon sells its solution to buyers and sellers through its global direct sales team, which operates from various locations around the world including the ones in New York, San Francisco, Paris, Hamburg, and London. Additionally, Rubicon is expanding into Latin America with a new office in Sao Paulo, following its recent expansion in Asia and Japan.

In July 2017, Rubicon Project and Kiip, a leading mobile marketing and monetization platform partnered to bring the power of automation to its highly engaging “Moments” platform.

The Rubicon Project, Inc. Cloud Infrastructure Insights

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Research Methodology

Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.

Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).

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