Pathmatics’ technology leveraged to help Neilsen rating, Rubicon lowers revenue expectations and will lay off 125 workers, and Replicated raises $5 million.

Pathmatics’ Technology Leveraged to Help Neilsen Rating

Pathmatics has signed a deal with Neilsen to provide digital advertising tracking data to the firm’s U.S. and Canadian customers, according to a press release. Beyond ad spend, market placement, and a catalog of ad creatives, Pathmatics will provide Nielsen customers with information such as new media types, purchase preferences, and the targeting of different devices.

Rubicon Lowers Revenue Expectations and Will Lay Off 125 Workers

After lowering its guidance for the year, digital advertising marketplace Rubicon Project of Playa Vista announced that it would lay off 125 workers, or 19 percent of its workforce, reports the L.A. Business Journal. The advertising exchange’s GAAP revenue this year is projected to be $271 million to $281 million, lower than the $275 million to $305 million it had projected in the second quarter.

Replicated Raises $5 Million

Software development company Replicated raised $5 million from Amplify Partners and Webb Investment Network, reports TechCrunch. The company offers cloud services on premise behind a corporate firewall, rather than delivered remotely.

Technology reporter Garrett Reim can be reached at [email protected]. Follow @garrettreim on Twitter for the latest in L.A. tech news.