Rubicon Project Acquires Mobsmith

The Rubicon Project said it has acquired mobile advertising platform Mobsmith. No terms were disclosed. It is the fourth ad technology acquisition the company has
completed in the past three years.

PRESS RELEASE

Rubicon Project Acquires Mobile Advertising Platform, Mobsmith

Offers complete real-time trading platform for mobile and display advertising

LOS ANGELES, May 23, 2012 — The Rubicon Project, the leading digital
advertising technology company for the comScore 500, today has
acquired Mobsmith, a mobile advertising platform. Combining Mobsmith’s
mobile solution with Rubicon Project’s real-time trading platform,
REVV, comScore 500 publishers and ad buyers will have a single
platform and marketplace for buying and selling of both display and
mobile ad inventory.

Mobile is the fastest growing content medium of all time. In the U.S.
alone, analysts expect the market for mobile advertising to reach $2.7
billion by the end of this year, and $7.7 billion by 2016.  Mobsmith
provides a complete mobile platform for publishers to directly sell
their mobile web and in-app ad inventory on leading mobile devices.

Rubicon Project’s REVV, helps publishers make more money by automating
and optimizing their display advertising sales business.  REVV has the
largest installed base of comScore 500 publishers including 1/3 of the
comScore 100.  REVV gives publishers controlled access to more than
70,000 advertisers purchasing through 700 buyer channels (DSPs,
Trading Desks, Ad Networks and Exchanges) and gives ad buyers safe
access to premium inventory and an audience of 650 million unique
users (the #2 network reach of users as measured by comScore).

The combined solution will offer a direct and programmatic mobile ad
platform and Real Time Trading marketplace for comScore 500 inventory.

“Just like the online display market, the mobile ad market needs a
complete direct and programmatic ad monetization platform.  We see an
opportunity to leverage our massive installed base of comScore 500
publishers and largest independent marketplace for ad buyers to take a
leadership position in mobile like we have in display advertising,”
said Frank Addante, CEO & Founder of the Rubicon Project. “We chose to
acquire Mobsmith because they have the best product we have seen on
the market and the strongest product and engineering team.”

“Our team, including my co-founder, Saket Saurabh, has always been
committed to building high quality products that are compelling for
both mobile publishers and advertisers. As a result, we’ve garnered
the trust of customers such as Babycenter, Netshelter Technology Media
and Tripit, who have integrated our technology to successfully
monetize their mobile inventory,” said Ingrid Lestiyo, CEO and
Co-Founder of Mobsmith. “We’re excited to become part of the Rubicon
Project team and continue to provide a full end-to-end mobile platform
that generates more revenue for publishers.”

As part of the transaction, Rubicon adds an office in San Francisco in
addition to its seven current offices in five countries – further
supporting the company’s growth and capability to provide unparalleled
service to regional customers and partners around the globe.

This is the fourth ad technology acquisition that the company has
completed in the past three years.  Ezra Roizen of Ackrell Capital was
the advisor to Mobsmith in this transaction.

About Rubicon Project
The Rubicon Project is the leading advertising technology company for
the comScore 500.  The company was founded 5 years ago with a mission
to automate buying and selling for the $50 billion digital advertising
market.  The Rubicon Project’s Real Time Trading platform, REVV, helps
publishers such as Time Inc., Guardian News & Media and CareerBuilder
make more money by automating and optimizing their advertising sales
business.  REVV has the largest installed base of comScore 500
publishers including 1/3 of the comScore 100 and powers the largest
independent marketplace for buyers.  REVV gives publishers controlled
access to more than 70,000 advertisers purchasing through 700 buyer
channels (DSPs, Trading Desks, Ad Networks and Exchanges) and gives ad
buyers safe access to premium inventory and an audience of 650 million
unique users (the #2 network reach of users as measured by comScore).
REVV’s powerful and highly-scalable trading and protection algorithms
process more than 500,000 transactions every second, resulting in 1
trillion bids and 150 billion monthly trades.

About Mobsmith
Mobsmith is the ultimate turnkey mobile ad-serving platform for
premium mobile publishers, ad networks and advertising agencies across
the mobile web and iOS, Android, BlackBerry, and Windows Phone 7
mobile applications. The Mobsmith platform powers the full mobile
advertising value chain including: ad-serving and targeting, creative
tools, as well as tracking, analytics and forecasting. Mobsmith’s
customers include Netshelter Technology Media, BabyCenter, TripIt,
Universal McCann, Healthline, and Starcom Mediavest among others. For
premium publishers and ad networks, Mobsmith provides a full
end-to-end mobile direct sales platform that enables sales teams to
drive higher CPMs and close rates. For agencies, Mobsmith gives the
ability to scale and lower the cost of mobile ad execution by
providing a one-stop shop to serve and measure mobile campaigns across
all media channels.