The Rubicon Project, Inc., a technology company, focuses on automating the buying and selling of advertising. The company’s Advertising Automation Cloud is a platform that provides primary user reach and a marketplace for the real time trading of digital advertising between buyers and sellers. Through the speed and big data analytics of the company’s algorithm-based solution, the company has transformed the cumbersome, complex process of direct buying and selling of digital advertising into an automated process that optimizes results for both buyers and sellers. Buyers of digital advertising use the company’s platform to reach approximately 600 million Internet users worldwide on various primary sellers’ Websites and applications. The company’s Advertising Automation Cloud features applications for digital advertising sellers, including Websites, mobile applications, and other digital media properties, to sell their advertising inventory; applications for buyers, including advertisers, agencies, agency trading desks (ATDs), demand side platforms (DSPs), and ad networks, to buy advertising inventory; and a marketplace through which such transactions are executed. The company’s Advertising Automation Cloud incorporates proprietary machine-learning algorithms, data processing, high-volume storage, detailed analytics capabilities, and a distributed infrastructure. The company analyzes various data points in real time to enable its solution to make approximately 300 data-driven decisions per transaction in milliseconds, and to execute approximately 3.5 million peak queries per second, and 5 trillion bid requests per month. In 2014, the company expanded its orders automation technology and expanded its capabilities in the automated guaranteed market with the acquisition of two companies, such as iSocket, Inc. (iSocket) and Shiny Inc (Shiny). The addition of iSocket and Shiny provides additional solutions to automate the buying and selling of direct-sold, guaranteed deals. Buyers Using Solution Buyers purchase digital advertising inventory in the marketplace powered by the company’s Advertising Automation Cloud. Buyers include DSPs, ad networks, and ATDs, which act as representatives of advertising agencies and advertisers that direct advertising spending. The company has introduced its buyer-focused offerings that allow buyers to buy inventory directly using its solution and reach sellers directly through its marketplace. These applications include important workflow functionality, essential for managing spend and reaching sellers on an automated basis. Collectively, these buyers have purchased advertising for various brands on its platform. Sellers Using Solution The company has direct relationships and integrations with sellers in approximately 40 countries. In the United States, the company has relationships with approximately 50% of the U.S. comScore 100. The company is continuing to build on its international reach, including through the establishment of operating presence and buyer and seller relationships in Latin America and Asia. Technology The company utilizes approximately 35,000 central processing units, which read and execute its program instructions. In addition, its Advertising Automation Cloud supports 300 gigabytes of data transfer per second and stores approximately 3.6 petabytes of data, backed by the company’s globally distributed infrastructure hosted at data centers in the U.S., Europe, and Asia. Proprietary protection technologies that the company has developed comprise: Helix: Captures and catalogs various advertising creatives (the graphics used for the advertisement) that flow through the company’s systems every day, which its quality team reviews using its advertising quality management applications. Protective Screening: Helps protect sellers and users from malware (software that could infect computers with malicious software), checks each advertisement delivered through the company’s solution for the presence of any malicious or questionable activity or characteristics, stops unsanctioned advertisements, and reduces recurrence. AdCheq: Provides reviews of adver
rubicon project inc/the (RUBI:New York)
12181 Bluff Creek Drive
Los Angeles, CA 90094
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