Home News Rubicon Project acquires nToggle for $38.5M – The Rubicon Project, Inc. (NYSE:RUBI)

Rubicon Project acquires nToggle for $38.5M – The Rubicon Project, Inc. (NYSE:RUBI)

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The Rubicon Project (NYSE:RUBI) has paid $38.5M to acquire nToggle, an ad-tech start-up working to ease inventory location for programmatic ad buyers.

Bid requests have swamped demand-side platforms in a fivefold increase since the introduction of header bidding, Rubicon Project notes, and nToggle should make it easier for them to see more of that available inventory.

The company expects a “modest” increase in expenses in 2017 tied to the deal, but to drive higher fill rates (and incremental revenue) in 2018 and have a positive effect on EBITDA.



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