As Rubicon Project looks to add more than 100 new employees this year and expand its business through mergers and acquisitions, the company has added two new executives with longtime technology experience.

The Santa Monica ad tech company announced Tuesday that it has named Greg Raifman, founder and former chief executive of Mediaplex, as president. Todd Tappin, the founding chief financial officer at Overture, has been named chief operating and chief financial officer.

Frank Addante, the company’s chief executive, said Raifman and Tappin will help lead the company as it expands.

“We’ve been growing pretty quickly and aggressively,” he said. “It’s a much larger company than it was even a year ago.”

Raifman, who was most recently chief executive of Internet advertising company Dragon Media Online, brings extensive ad tech experience to his new position. His resume also includes taking a company public, which he did with San Francisco ad tech company Mediaplex Inc. in 1999.

Raifman will manage the day-to-day operations of Rubicon Project.

Tappin, meanwhile, has M&A and financial experience from his time at Overture. He most recently was chief executive of SocialVibe, a Santa Monica digital advertising company.

He replaces Rubicon Project’s previous chief operating and chief financial officer and will oversee the financial health of the business and lead the company’s M&A unit.

Since its founding in 2007, Rubicon Project has grown to more than 250 employees in eight offices worldwide. Addante also said that the private company is profitable.

The company, which automates the buying and selling of digital advertising, is rumored to be considering an initial public offering or a sale. Addante would not comment on plans for an IPO, but said Rubicon Project is not for sale.

“We started this business to win,” he said. “We’ve grown this business organically. There’s a huge opportunity in the space.”