The Rubicon Project, an online advertising technology firm with the largest reach on the internet, filed on Tuesday with the SEC to raise up to $100 million in an initial public offering. The Los Angeles, CA-based company, which was founded in 2007 and booked $75 million in sales for the 12 months ended September 30, 2013, plans to list on the NYSE under the symbol RUBI. The Rubicon Project initially filed confidentially on January 16, 2014. Morgan Stanley, Goldman Sachs, and RBC Capital Markets are the joint bookrunners on the deal. No pricing terms were disclosed.
