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Adtech firms Rubicon Project and Telaria plan to merge - Business Insider

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Adtech firms Rubicon Project and Telaria explain how their planned merger will help take on Google in the race for connected TV advertising

This story requires our BI Prime membership. To read the full article,Publicly traded adtech firms Rubicon Project and Telaria are merging in a stock-for-stock deal that is expected to close during the first half of 2020.

Rubicon Project's CEO Michael Barrett, who is expected to become CEO of the combined company, said the merger wasn't a desperation move like other adtech companies have done.Click here for more BI Prime storiesIn the latest example of ongoing consolidation in the adtech industry, public firms Telaria and Rubicon Project are combining in a stock-for-stock deal.

The merger is expected to close in the first half of 2020 and will have an exchange ratio of 1.082 shares of Rubicon common stock to Telaria common stock. Rubicon Project CEO Michael Barrett is expected to become CEO of the combined company while Telaria CEO Mark Zagorski is expected to become president and COO. The combined company will have about 600 employees.

"On the sell side, you've seen lots of fragmentation," Zagorski said. "This is an opportunity to create something unique and broad enough that it makes the rest of the space somewhat irrelevant."

 

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