Rubicon Project Acquires Mobile Advertising Firm Mobsmith

Los Angeles-based Rubicon Project, the online advertising optimization company run by Frank Addante, has made another acquisition this morning. The firm said it has acquired Mobsmith, a provider of mobile advertising products. Details and size of the acquisition were not announced. Mobsmith was based in San Francisco, where Rubicon Project said it will add an office. The buy is the fourth ad technology acquisition by Rubicon Project in the past three years. Rubicon provides an online marketplace for buying and selling of online advertising, and uses that marketplace to automatically optimize for the best ads to display for its publishers.