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Rubicon Project CEO: 'We have to fight with our brains' against Google and Facebook

Shareholders of Rubicon Project (RUBI) may have had a rough few months, but cofounder and CEO Frank Addante is optimistic about its future.

The company, which Addante describes a “the Nasdaq or New York Stock Exchange for advertising,” creates an exchange that allows digital properties to sell space to advertisers. It counts Netflix (NFLX) and eBay (EBAY) as customers, but Rubicon Project has to compete with the likes of Google (GOOGL) and Facebook (FB) for advertisers' attention.

“We have to fight with our brains, not necessarily our muscle, all the time,” said Addante about his company’s challenges. “Because we have such a large market share of sellers and buyers, and because we're an independent player in the market, that helps us to not only sustain our competitive edge but [to also] grow.”

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In its most recent quarter, Rubicon Project reported $64.3 million in revenues, nearly double what it did the previous year. But growth remains expensive. The company has had only one profitable quarter since going public and has had operating losses since at least 2011, according to the Rubicon Project’s public filings. In the last four reported quarters, the company showed a net loss of $18.6 million. The stock is down 10% year-to-date.

Last year, Rubicon Project took in $81.3 million in proceeds after going public and has used some of the money to acquire three businesses.

“We've grown our business quite significantly,” said Addante. “We've been able to take this new investment capital, put it into the business, and see results come out the other end of it. I don't think we would have been able to get that kind of capital in that position if we hadn't gone public.”

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