Rubicon Project, an Internet advertising technology startup, has agreed to acquire Others Online in a bid to boost its ad optimization capabilities.
Financial terms of the deal, announced Tuesday, were not disclosed.
"The acquisition of Others Online will help us solve the data fragmentation challenge to the benefit of everyone connected to the Rubicon Project platform,” Rubicon founder and CEO Frank Addante said in a statement.
Los Angeles-based Rubicon was started in 2007 with the intent to automate and optimize online ads sold and bought online.
Rubicon has raised $33 million from investors including Mayfield Fund, Clearstone Venture Partners, IDG Ventures Asia, and Silicon Valley Bank. The startup claims its "core business" is profitable. Translation: The company overall is unprofitable.
Others Online CEO and founder Jordan Mitchell will become Rubicon's vice president of data intelligence, the companies said in a statement.