Global exchange for advertising Rubicon Project and video management platform Telaria have closed their merger, creating the world’s largest independent sell-side advertising platform.
The combined company will continue to trade on the New York Stock Exchange under the ticker symbol RUBI but launch with a new name in the coming months.
Together, Rubicon Project and Telaria will enable thousands of publishers to connect with thousands of buyers and brands, creating a global, independent alternative to walled gardens in the ecosystem.
Rubicon Project CEO Michael Barrett has been named CEO of the combined company.
“Going to market as the world’s largest independent omnichannel sell-side platform with robust CTV capabilities puts us in a great position to help publishers monetize across all auction types and help buyers safely and efficiently meet their campaign goals," Barrett says.
Under the terms of the merger agreement, each share of Telaria common stock issued and outstanding on the date of closing will be converted into 1.082 shares of Rubicon Project common stock and, if applicable, cash in lieu of fractional shares.
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