RUBI - Rubicon Project and Telaria Announce Merger Capitalizing on Programmatic Tailwinds
Rubicon Project (NYSE: RUBI) and Telaria (NYSE: TLRA) announced a definitive agreement to combine their businesses, forming the world's largest independent sell-side advertising platform. The deal, which the companies assert will enable accelerated growth and cost savings, aims to capitalize on significant tailwinds on programmatic advertising and connected TV (CTV).
Both companies bring to the table complementary businesses on the sell side of the programmatic advertising marketplace. Telaria boasts dominance in connected TV, and Rubicon's scaled programmatic operations will help the combined entity provide more value to publishers and buy-side partners.
Here's a closer look at the deal.