Rubicon and Telaria merge to create ‘The Trade Desk of the sell-side’
Summary
On Thursday, publicly traded supply-side platforms Rubicon Project and Telaria announced plans for an all-stock deal to create what they are calling the world’s largest independent SSP. By acquiring video and connected-TV specialist Telaria, Rubicon gets a jump on the growing TV ad space that would have taken anywhere between two and four years for its engineers to build, according to Barrett. In addition, a bigger company should be able to help publisher partners move more quickly into growing out new areas of their ad businesses, such as video or audio, he said. “You’ll continue to see that play out as the market contracts: there will definitely be a lowering of the ad [tech] tax.” On the advertiser side, the combo means one less middleman. It then ran into challenges, having been slow to hop onto the header bidding trend and by making small acquisitions that ultimately didn’t work out.
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