Rubicon Takes Aim at DoubleClick

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.