Rubicon Project Aims to Automate Online Advertising

Fivetime entrepreneur Frank Addante is hoping to shake up online advertising even more than Google did with his new company, Rubicon Project. Today, he’s launching it in beta with 500 Web sites a system that he says will much more efficiently match publishers’ ad inventory with the appropriate ads served by some 125 300 ad networks out there—sort of an eHarmony for ad networks and publishers.

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