Richard Fetyko, an Internet technology and media analyst with investment bank ABR Investment Strategy, called Rubicon "an attractive play on the paradigm shift in digital advertising towards programmatic buying and selling."
However he sees some challenges, including a continued fragmentation of supply. "Competition from publishers’ own ad exchanges ... can tie up large chunks of quality inventory: Marketplace (AOL), AdX (Google), FBX (Facebook), Adapt.tv (AOL), Right Media (YHOO), MoPub (Twitter), AppNexus (Microsoft)," Fetyko wrote.
Rubicon previously disclosed 2013 net revenue growth of 47% to $83.8 million. Total revenue managed on the Rubicon platform in 2013 was $485.1 million, a 43% increase over 2012 ($338.9 million).
Here's a shot of Addante, Raifman, and Tappin with their Wall Street phalanx this morning, just after ringing the opening bell at the NYSE.