Rubicon Project, the global exchange for advertising, and Telaria,, a software platform that optimises yield for video publishers, has announced the closing of their previously announced merger, creating what they say the world’s largest independent sell-side advertising platform, poised to capture growth in Connected TV. The combined company will launch with a new name in the coming months and in the interim, will continue to trade on the New York Stock Exchange under the ticker symbol RUBI.

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. In addition, the combined company will be an essential omnichannel partner for buyers across formats, screens and geographies.

“We are very pleased to begin this new chapter for the combined company,” said Michael Barrett, CEO of Rubicon Project. “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.”

“The teams couldn’t be more excited to be joined in a strong and scaled enterprise. As linear TV continues to succumb to accelerated cord-cutting and TV ad dollars shift to digital, CTV is increasingly becoming the “go to” for consumers and advertisers. The combined company is very well positioned to address the demands of marketers seeking a true programmatic omnichannel ad buying opportunity,” added President & COO, Mark Zagorski.

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