Online advertising marketplace Rubicon Project of Playa Vista has acquired Boston advertising software developer nToggle Inc. for $38.5 million, Rubicon said last week.
NToggle’s software aims to help ad buyers manage multiple ad exchange and data exchange accounts through one interface.
Rubicon said it plans to use nToggle’s product to make it easier for ad buyers to participate in header bidding, a process through which advertising exchanges compete all at once to buy ad space on a website.
Rubicon laid off 125 workers, or 19 percent of its workforce, in November. The company’s founder, Frank Addante, stepped down as chief executive in March after the company reported slower than anticipated revenue growth. Addante still serves as chairman.
– Garrett Reim
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