If you read me regularly, you know I am a fan of programmatic adtech. In fact, I think it’s one of the
most important developments of the 21st century. And over the past few quarters, adtech has gotten quite hot, thanks to the recent successes of
Rocket Fuel (up to 50 and holding from its open at 29),
Criteo (trading above its already inflated opening price of 31), and, by extension,
Facebook and
Twitter (don’t get me started, but both these companies should be understood as programmatic plays, in my opinion).
But while I like all those companies, I find Rubicon’s recent filing far more interesting. Why? Well, here’s the money shot of the S-1:
Independence. We believe our independent market position enables us to better serve buyers and sellers because we are not burdened with any structural conflicts arising from owning and operating digital media properties while offering advertising purchasing solutions to buyers.
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