Tech

Another ad tech IPO test, as Rubicon project gets ready to race

Peter Kafka
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Mia Simonsen talks to a guest at the Rubicon Project booth during the Interactive Advertising Bureau (IAB) MIXX 2010 conference and expo during Advertising Week in New York, Sept. 27, 2010.
Andrew Harrer | Bloomberg | Getty Images

Are investors ready for more ad tech? Or are they already tuckered out?

Every time we've asked that question in the last year, we seem to get a different answer. Now we'll see what we can learn from The Rubicon Project, a high profile ad tech company that will start trading on the New York Stock Exchange on Wednesday, under the "RUBI" ticker.

Last summer, investors seemed uninterested in the first crop of ad tech companies that went public, and today outfits like Tremor Media and YuMe are still trading below their IPO prices.

Since then a new crop of ad tech companies, including Criteo and Rocket Fuel, have fared much better.

Read the whole story at Re/code.

By Peter Kafka, Re/code.net.

CNBC's parent NBC Universal is an investor in Re/code's parent Revere Digital, and the companies have a content-sharing arrangement.