Rubicon Project And Telaria Are Merging To Scale Connected TV Advertising [Forbes]
THE RUBICON PROJECT (RUBI)
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Source: Forbes
Two publicly traded ad-tech companies are combining to push deeper into video advertising. Los Angeles-based Rubicon Project and New York-based Telaria have agreed to an all-stock deal that will leave Telaria stockholders with 47.1% of shares while Rubicon Project’s stockholders will own 52.9%. After news of the merger, which was announced today, Rubicon Project’s stock price rose by more than 7% to $7.75 shortly before markets closed. Telaria’s stock price also increased more than 11% to $8.39. According to a combined statement from both companies, the merger will create the world’s largest independent sell-side advertising platform. Telaria, which was known as Tremor Video until it rebranded in 2017, brings an expertise in connected television to Rubicon’s programmatic platform. In addition to CTV, the companies will let publishers continue to buy ads on desktop, audio, mobile and other video platforms across an increased geographic footprint that includes the Americas, Europe and A
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