American adtechs Rubicon Project and Telaria today announced they are merging to create the “the world’s largest independent sell-side advertising platform” with a focus on connected TV.

The companies agreed to an all stock deal that will see Telaria stockholders expected to own approximately 47.1 per cent and Rubicon Project stockholders expected to own approximately 52.9 per cent of the fully diluted shares of the combined company.

In a joint statement the companies said Rubicon’s programmatic platforms will be combined with Telaria’s connected TV expertise in a bid to capture growing CTV advertising dollars. 

“The result will enable publishers to monetise across all auction types and formats including CTV, desktop display, video, audio, and mobile,” the statement said.

“Together, the combined company will offer publishers a transparent alternative that supports the open internet and provides more control over how they manage their businesses.”

The pair will continue to offer supply across desktop display, video, audio, and mobile. 

After the deal is finalised, Rubicon Project president and CEO Michael Barrett will become CEO and Telaria CEO Mark Zagorski will become president and chief operating officer of the combined company.

“The combination of Rubicon Project and Telaria will establish the world’s largest, independent sell-side advertising platform with scale, capabilities and solutions unmatched by the competition,” said Michael Barrett, President & CEO of Rubicon Project. 

“This transformative combination builds on our commitment to trust and transparency and accelerates our strategy to provide buyers and sellers with a single path to every format and channel including CTV.”

Telaria CEO, Mark Zagorski said the two companies are highly complementary and offer an alternative to walled gardens which have been frustrating buyers and sellers.

“The two companies will provide more technology resources, a broader geographic footprint and deeper financial assets to attack the growing opportunity created by the shift from linear viewing to CTV to the benefit of our customers and in support of a thriving open internet,” Zagorski said.

“For our stockholders, we believe this merger allows us to accelerate our growth, while providing additional resources to increase investment and continue to scale our industry-leading CTV technology. For our employees, this is an opportunity for development and to fully realise the potential of what we have built these past few years in a scaled, omnichannel platform.”

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