Los Angeles Business Journal

Rubicon Project Makes Mobile Acquisition

By Deborah Crowe Wednesday, May 23, 2012

The online advertising optimization company Rubicon Project on Wednesday announced the acquisition of Mobsmith, a mobile advertising product developer.

Mobsmith, based in San Francisco, offers a mobile ad-serving platform for premium mobile publishers, ad networks and advertising agencies. The deal, financial terms of which were not disclosed, will enable West L.A.-based Rubicon to more easily compete in the mobile space.

“Just like the online display market, the mobile ad market needs a complete direct and programmatic ad monetization platform,” said Chief Executive Frank Addante in a statement. “We see an opportunity to leverage our massive installed base … for ad buyers to take a leadership position in mobile like we have in display advertising.”

Mobsmith is the fourth ad technology acquisition that the Rubicon has completed in the past three years.