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The Rubicon Project is taking aim at Google in the hope of winning favor with publishers as an alternative to the DoubleClick ad platform.
The Los Angeles-based company, which has $43 million in venture funding and 160 employees, has hired Allen & Company as it looks to close another big round of financing and mulls acquisitions to expand its suite of ad tools for publishers.
Rubicon began as a yield-management system that helped publishers better organize their ad network relationships.
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