Rubicon Project Revenues Hit $248M For 2015

Advertising technology company Rubicon Project scored strong revenue and profits for its fourth-quarter reporting period.

Revenues more than doubled from a year ago to $94.0 million versus $41.9 million for the fourth quarter of 2015. Net income rocketed to $20.4 million from $1.5 million in the fourth quarter of 2014.

Full-year 2015 revenue virtually doubled the total for 2014 -- $248.5 million versus $125.3 million.

For the entire year of 2015, Rubicon says it now has surpassed $1 billion in managed advertising revenue through its platform, which had been $667.8 million for 2014. Rubicon says its average CPM -- cost per thousand impressions -- rose $1.09 for 2015 versus $0.67 for 2014.

Rubicon says its "take" rate -- the amount Rubicon takes from transactions on its exchange -- increased to 24.9% in the fourth quarter of 2015 from 19.3% during the same period in 2014. This was due to an increase in RTB [real-time bidding] impressions and a shift away from static impressions -- older advertising network platforms.



Rubicon Project went public in April 2014 with the goal of becoming a fully automated exchange for virtually all areas of buying and selling advertising -- digital, TV, mobile, out of home, and other areas. 

Rubicon executives say there is room to grow, with only 30% of the advertising marketplace automated.

Over 700 publishers use Rubicon’s cloud-based automated ad platform, as well as more than 300 demand-side platforms; and more than 60,000 advertisers.

Last month Rubicon Project announced it was teaming up with AdMore, an independently owned automated TV ad platform, to help marketers to reach linear TV audiences in more than 100 million Nielsen-monitored homes across the U.S. in 200 Designated Market Areas.

Rubicon will used its Guaranteed Orders platform for programmatic TV advertising to AdMore’s more than 1,700 national and local television affiliates.

In April 2015, Rubicon acquired search and site retargeting firm Chango in a $122 million cash-and-stock deal.

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