with-an-eye-on-ctv-(and-google),-ad-tech-firms-rubicon-project-and-telaria-to-merge

In the latest ad tech merger, Rubicon Project and Telaria have agreed to combine, the firms announced Thursday. In a stock-for-stock deal, the companies plan to operate one digital media buying platform that supports connected TV (CTV), desktop display, video, audio, and mobile inventory transactions.

Why we care

The companies said the combination of Rubicon Project’s ad exchange and Telaria’s yield optimization platform for video publishers will create the biggest independent sell-side programmatic ad platform (SSP).

Telaria, formerly Tremor Video, specializes in video and connected TV (CTV) advertising. The rebrand came after selling off its demand-side platform (DSP). The company moved into CTV and launched an ad server designed for CTV and analytics in 2018.

Connected TV (also referred to as over-the-top or OTT) ad revenues are expected to reach $3.8 billion this year, up 39%, according to Magna Global, reaching $5 billion by 2020.

The companies also noted that their combined forces could present an alternative to the so-called walled gardens of Google and Facebook. Google dominates the ad serving market. “Our businesses are highly complementary, and when combined, are a powerful, strategic alternative to the walled gardens, which have been frustrating both buyers and sellers due to their lack of transparency, innovation bottlenecks, and conflicted business models,” said Telaria CEO, Mark Zagorski.

More on the news

  • The companies said their combined revenue was $217 million over the 12-month period ending 2019, an increase of 32% year over year.
  • Michael Barrett will be named chief executive officer, Mark Zagorski will serve as president & chief operating officer and David Day will be named chief financial officer when the deal closes.
  • The deal is a stock-for-stock merger with Rubicon Project stockholders expected to own a majority of the combined company’s shares (to trade as $RUBI), at approximately 52.9%.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



141 comments

  1. Где смотреть Евро-2020? По каким каналам можно посмотреть матчи Евро-2021?
    Полная информация на сайте
    https://cerrajerosrivasvaciamadrid.site/2021/17-smotret-evro-2021-za-1-dollar/?&partner=google&gclid=CjwKCAjwqvyFBhB7EiwAER786ZKFo6d41wuWRmOqmHSWoOjSjVupnybtnxj_KK82hrWkJdGX_1XtbhoCSeQQAvD_BwE&gclsrc=aw.ds

    Простейшие варианты где можно смотреть Евро-2020 бесплатно или за 1 доллар в месяц в качестве HD.

  2. Thanks for your marvelous posting! I really enjoyed reading it, you may be a great author.I will always bookmark your blog and will eventually come back in the future. I want to encourage you to definitely continue your great writing, have a nice afternoon!|

  3. hey there and thank you for your info – I’ve definitely picked up something new from right here. I did however expertise several technical issues using this web site, since I experienced to reload the website lots of times previous to I could get it to load properly. I had been wondering if your web host is OK? Not that I am complaining, but slow loading instances times will often affect your placement in google and can damage your high quality score if ads and marketing with Adwords. Well I’m adding this RSS to my email and can look out for a lot more of your respective fascinating content. Ensure that you update this again very soon.|

  4. excellent put up, very informative. I’m wondering why the opposite experts of this sector don’t understand this. You should proceed your writing. I am confident, you’ve a huge readers’ base already!|

  5. Greetings from Ohio! I’m bored to death at work so I decided to check out your site on my iphone during lunch break. I love the information you present here and can’t wait to take a look when I get home. I’m shocked at how quick your blog loaded on my cell phone .. I’m not even using WIFI, just 3G .. Anyhow, very good blog!|

  6. Usually I do not learn post on blogs, however I would like to say that this write-up very forced me to try and do it! Your writing taste has been surprised me. Thanks, very nice post.|

  7. I blog frequently and I really thank you for your content. Your article has really peaked my interest. I will bookmark your site and keep checking for new information about once a week. I subscribed to your Feed too.|

  8. I think this is among the so much significant information for me. And i’m glad reading your article. But wanna observation on few common things, The website taste is wonderful, the articles is actually excellent : D. Good activity, cheers|

  9. You really make it seem so easy with your presentation but I find this matter to be actually something that I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!|

  10. Hiya very nice web site!! Guy .. Beautiful .. Superb .. I will bookmark your website and take the feeds also? I am satisfied to find numerous helpful info right here in the put up, we need develop extra strategies on this regard, thanks for sharing. . . . . .|

  11. Hi, I think your blog might be having browser compatibility issues. When I look at your blog in Ie, it looks fine but when opening in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads up! Other then that, excellent blog!|

  12. Thank you for some other informative blog. The place else may I am getting that type of info written in such a perfect approach? I have a project that I am just now working on, and I’ve been on the look out for such info.|

  13. I loved as much as you will receive carried out right here. The sketch is tasteful, your authored material stylish. nonetheless, you command get got an edginess over that you wish be delivering the following. unwell unquestionably come more formerly again since exactly the same nearly a lot often inside case you shield this increase.|

  14. Howdy! This is my first comment here so I just wanted to give a quick shout out and tell you I truly enjoy reading through your blog posts. Can you recommend any other blogs/websites/forums that cover the same subjects? Thank you so much!|

  15. Magnificent goods from you, man. I’ve understand your stuff previous to and you are just too excellent. I really like what you’ve acquired here, really like what you are stating and the way in which you say it. You make it entertaining and you still take care of to keep it wise. I can not wait to read far more from you. This is actually a great web site.|

  16. Normally I do not read article on blogs, but I would like to say that this write-up very compelled me to try and do it! Your writing taste has been surprised me. Thanks, quite nice article.|

  17. PDF Kitap İndir, ücretsiz bir şekilde pdf kitap indirebileceğiniz,
    Türkiye’nin en büyük pdf kitap arşivi sizler için ücretsiz
    şekilde sürekli olarak güncellenmektedir. Sizlerde en güncel
    pdf kitapları sitemizi ziyaret ederek indirebilirsiniz.

  18. Monster is your source for jobs and career opportunities. Search for jobs, read career advice from Monster’s job experts, and find hiring and recruiting advice. Official site for recruitment at the Council of Europe. Find job vacancies at the Council of Europe, in Strasbourg and the field, temporary employment

  19. Your style is very unique in comparison to other folks I’ve read stuff
    from. Many thanks for posting when you have the opportunity, Guess I’ll just bookmark this page.

  20. First of all I want to say awesome blog! I had a
    quick question which I’d like to ask if you don’t mind.
    I was curious to find out how you center yourself and clear your head before writing.
    I have had difficulty clearing my mind in getting my thoughts
    out there. I truly do enjoy writing however it just seems like the first 10 to 15 minutes are generally wasted just trying to figure out
    how to begin. Any recommendations or hints? Thanks!

  21. Greetings! I know this is kinda off topic but I was wondering if you knew where I
    could find a captcha plugin for my comment form?
    I’m using the same blog platform as yours and I’m having difficulty finding one?
    Thanks a lot!

  22. Nice answer back in return of this matter with genuine arguments
    and explaining the whole thing about that.

  23. Hey I know this is off topic but I was wondering
    if you knew of any widgets I could add to my blog that automatically
    tweet my newest twitter updates. I’ve been looking for a plug-in like this
    for quite some time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything.

    I truly enjoy reading your blog and I look forward to your new updates.

  24. I know this website offers quality dependent posts and other material, is there
    any other web page which offers such stuff in quality?

  25. It’s amazing to visit this web page and reading the views of all friends concerning this piece
    of writing, while I am also eager of getting experience.

  26. This design is spectacular! You obviously know how to keep
    a reader entertained. Between your wit and your videos, I was almost
    moved to start my own blog (well, almost…HaHa!) Fantastic
    job. I really enjoyed what you had to say, and more
    than that, how you presented it. Too cool!

  27. Does your site have a contact page? I’m having a tough time locating
    it but, I’d like to send you an e-mail. I’ve got some suggestions for your blog you might be interested in hearing.
    Either way, great website and I look forward to seeing
    it develop over time.

  28. certainly like your web site but you need to take a look at the spelling on several of your posts.
    A number of them are rife with spelling issues and I in finding it very bothersome to tell
    the truth then again I’ll definitely come back again.

  29. I’ve learn some excellent stuff here. Definitely worth bookmarking for
    revisiting. I wonder how much attempt you put to
    create any such fantastic informative site.

  30. Hey there! Do you know if they make any plugins to assist with SEO?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very
    good gains. If you know of any please share. Cheers!

  31. Hi, the whole thing is going well here and ofcourse every one
    is sharing information, that’s really excellent, keep up writing.

  32. I’m curious to find out what blog system you are working with?

    I’m experiencing some small security problems with my latest website and I’d like to find something more secure.

    Do you have any solutions?

  33. I am in fact pleased to read this webpage posts which contains lots
    of valuable facts, thanks for providing these kinds of
    data.

  34. This post presents clear idea designed for the new
    viewers of blogging, that in fact how to do running a blog.

  35. I think everything wrote made a bunch of sense. But, what
    about this? suppose you typed a catchier title? I am not saying your information is not
    good, however what if you added something to maybe get folk’s attention?
    I mean With an eye on CTV (and Google), ad tech firms Rubicon Project and
    Telaria to merge – Pavvy Designs is a little vanilla.
    You should glance at Yahoo’s home page and note how they create post
    headlines to grab people interested. You might try adding
    a video or a pic or two to get people interested about everything’ve
    written. In my opinion, it might make your posts a little
    bit more interesting.

  36. Attractive component to content. I simply stumbled upon your weblog and in accession capital
    to assert that I acquire actually loved account your
    weblog posts. Any way I will be subscribing on your augment or
    even I achievement you get admission to persistently fast.

  37. We are a group of volunteers and starting a new scheme in our community.

    Your website provided us with valuable info to work on. You’ve done
    an impressive job and our entire community will be grateful to you.

  38. Very good article! We are linking to this particularly great post on our
    website. Keep up the great writing.

  39. Hi there! This is my 1st comment here so I just
    wanted to give a quick shout out and tell you I
    genuinely enjoy reading your blog posts. Can you
    recommend any other blogs/websites/forums that deal with the same subjects?
    Thanks a lot!

  40. Mobil sohbet odaları ile bedava sohbet chat yapabilirsiniz. Sohbet siteleri içerisinde en beğenilen sohbet kanallarına hemen giriş yap!

  41. Right now it looks like BlogEngine is the best
    blogging platform out there right now. (from what I’ve read) Is that what you
    are using on your blog?

  42. What’s up friends, its enormous piece of writing regarding educationand entirely explained,
    keep it up all the time.

  43. Hello just wanted to give you a quick heads up. The text in your content seem to be running
    off the screen in Internet explorer. I’m not sure if this is a
    format issue or something to do with web browser
    compatibility but I figured I’d post to let you know. The design and style look great though!

    Hope you get the issue fixed soon. Thanks

  44. Greetings I am so grateful I found your website, I really found you by accident, while I was researching
    on Aol for something else, Regardless I am here now and would just like
    to say many thanks for a remarkable post and a all round
    interesting blog (I also love the theme/design), I don’t have time to go through it all at the moment but I have book-marked
    it and also included your RSS feeds, so when I have time I will be back to read much more, Please do keep up the great
    work.

  45. It’s perfect time to make some plans for the long run and it’s time to be happy.

    I have learn this submit and if I may I desire to recommend you
    some attention-grabbing things or tips. Maybe you could write subsequent articles referring to this article.
    I want to read even more issues about it!

  46. Hi would you mind letting me know which web host you’re using?
    I’ve loaded your blog in 3 completely different internet browsers and I must say this
    blog loads a lot quicker then most. Can you recommend a good web hosting provider at
    a honest price? Thanks, I appreciate it!

  47. Nice blog here! Also your website loads up fast!
    What host are you using? Can I get your affiliate
    link to your host? I wish my site loaded up as quickly as yours
    lol

  48. bedava sohbet , chat sohbet odaları, mobil uyumlu chat arayüzü, omegle chat, ometv ile HASRET sohbet keyfini sizlere sunuyor.

  49. Hi it’s me, I am also visiting this web page regularly, this web site is truly good and the people are truly sharing fastidious
    thoughts.

  50. Mobil sohbet odaları ile bedava sohbet chat yapabilirsiniz. Sohbet siteleri içerisinde en beğenilen sohbet kanallarına hemen giriş yap!

  51. I’m not sure why but this website is loading extremely slow for me.

    Is anyone else having this problem or is it
    a problem on my end? I’ll check back later and
    see if the problem still exists.

  52. I have to thank you for the efforts you’ve put in writing this site.
    I’m hoping to check out the same high-grade blog posts from you
    later on as well. In fact, your creative writing abilities has inspired me to get my
    own, personal blog now 😉

  53. I am sure this piece of writing has touched all the internet users,
    its really really pleasant article on building up new webpage.

  54. I read this piece of writing completely regarding the difference of newest and earlier technologies,
    it’s amazing article.

  55. I’ve read some good stuff here. Definitely worth
    bookmarking for revisiting. I wonder how a lot attempt you put to create any such great informative web site.

  56. Thanks for some other fantastic post. Where else could anybody get that type of information in such
    an ideal approach of writing? I have a presentation subsequent week, and I am at the look for such information.

  57. Everyone loves what you guys tend to be up too.

    Such clever work and coverage! Keep up the amazing works guys I’ve incorporated you guys
    to blogroll.

  58. all the time i used to read smaller articles which
    also clear their motive, and that is also happening with this piece of writing which I am reading at this
    place.

Leave a Reply

Your email address will not be published.