Kara Swisher

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Rubicon’s Addante Talks About Competing with Google, New Hires and Possible IPO (Video)

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Earlier this week, I had a visit at AllThingsD global HQ from Frank Addante, the CEO and founder of the Los Angeles-based Rubicon Project, to talk about the direction of digital advertising and also the state of his company.

Founded in 2007, Rubicon is one of the larger real-time bidding platforms that allows automated buying and selling of global online ads of all kinds, along with a number of other offerings. It’s a crowded space in ad tech world, with a range of startups, such as AppNexus, PubMatic, Turn and others, looking to gain ground, get funding or sell out.

Also looming most prominently is online ad behemoth Google, although, so far, Rubicon has kept up just fine with the search giant and maintains a top spot in the exchange ecosystem.

It’s an ongoing effort, of course. So, along with signing up more publishers and powering ad exchanges for Internet giants such as eBay, Addante has been busy hiring more experienced execs to fill top spots at the digital advertising company.

That includes Greg Raifman, the founder, chairman and CEO of Dragon Media, as president earlier this year and 10 new senior hires this past week.

Such a management upgrade seem to point to an inevitable IPO, although Rubicon had previously been in discussions with several larger companies — including Yahoo and Adobe — about being acquired. But with a large price tag and some strong growth over the last year, along with becoming profitable, Rubicon appears to now be aiming to remain independent.

Addante talks about that and more in this video interview, so enjoy:


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