Rubicon Makes a $38M Buy to Fix Header Bidding's Unspoken Problem

By adageeditor@adage.com (George Slefo)


Rubicon Project said Monday that it has acquired nToggle for $38.5 million in a move to bolster its header bidding tech and differentiate itself as consolidation in its sector looms.

The 23-person team at nToggle will join Rubicon Project and the company itself will close.

NToggle used machine learning to automatically filter out available impressions that weren’t relevant to marketers making ad buys through header bidding tech — culling as much as 80% of the flood.

Rubicon Project said Monday that it has acquired nToggle for $38.5 million in a move to bolster its header bidding tech and differentiate itself as consolidation in its sector looms.

The 23-person team at nToggle will join Rubicon Project and the company itself will close.

NToggle used machine learning to automatically filter out available impressions that weren’t relevant to marketers making ad buys through header bidding tech — culling as much as 80% of the flood.

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Source:: Advertising Age Digital

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