The Journey

Startup 6.0 – the Rubicon Project: Internet Advertising

May 24th, 2007   |   by Frank Addante

OK, as I eluded to in my previous post, I have decided to take the plunge, yet again, and start another company. So, I am on to Startup 6.0…

This one is so new, we don’t even have an official company name, yet. So, we decided to code name it “the Rubicon Project”. Rubicon is a popular idiom that means to “go past the point of no return”. The phrase “crossing the Rubicon” has come to represent the moment when people commit themselves to a risky and revolutionary course of action. If you want to read more about the history of the name, click here and go to About Us.

As I mentioned previously, I am taking a slightly different direction with this blog. I plan to do more frequent, informal updates to document the events and decisions that need to be made from the inception of a startup company. I will try to be as transparent as possible while still preserving the level of confidentiality that the company needs to maintain its edge.

This new company is in the Internet advertising (technology) space. See my previous post for some background on my thinking: GoogleClick – Who owns your cash register?

I’ll go into our plans in future posts, as they unfold.

Today, I figure I would give a little background on how and why I decided to start a new company.

Let’s start with the “how”. After being involved in the start of 5 consecutive (fast-growth) companies, I really thought long and hard about how I wanted to do this next one. My initial thinking was that I was going to either do more of a “lifestyle business” (slower growth, complete control, but steady growth that would give me a lot of flexibility and low stress, presumably) or an “incuabator” (invest in multiple ideas, lend my experience, vision and network to each of the ideas and expect to hit a bunch of singles and doubles and hopefully a triple, home run and maybe even a grand slam). I debated this with myself for a while.

As I was talking with someone about my internal debate, they said to me — “why don’t you just keep doing what you’re good at?”. That struck a chord with me. I quickly came to realize that I’m not the “slow-growth” guy, I’m not the kind of guy that can do things part-time (as in the incubator model). I’m the 0-60mph, go as fast as you can, pedal to the metal, stop at nothing in my path kind of guy. Every time I try one of these slow-growth or incubator type models, I’ve always ended up jumping into one of them and going full force. So, I figured, why fool myself into thinking it would be any different this time? So, here I am, getting ready for 0 to 60 again.

So, now the “what” part. I’ll get into details on the business idea itself in later posts… But, here’s what happened. I’ve ALWAYS been very passionate about the Internet advertising space. I just love the space. Big opportunity, cool people, creative, dynamic and it is very much a relationship driven business… I recently took some time off to reconnect with old friends. I met with my old team from L90, the team that built adMonitor (the advertising platform that delivered billions of ads per month for over 3,000 blue-chip customers, where we had a successful $112 million IPO and then DoubleClick acquired it). I’ve worked with some of them in more than one of my companies, so we all have a long history of working together. After a few lunches, dinners and drinks, it turned out that they were all ready and eager to get the “old team” back together, jump back in and do something big in the Internet advertising space. This all happened in a matter of days, by the way… I had no intentions of starting another company so soon. We were just catching up… Next thing you know, not even two weeks later we’re rushing around looking for office space, building a website, hiring, etc.

So, the “what” is simple. I’m getting back into a space that I love. I’m working with a top-notch, first class, A++ team (Craig, Duc and Julie) — that just happened to fall into place. They are all rock stars. And, the market that I love just happens to be on fire right now and the gap seems to be widening. The stars just came into alignment all at once. I always say that first thing to do is to find a big market and then connect an army to that market. So, that’s where I’m at, and that’s what got me into doing Startup 6.0. If I only had 1 part of that equation (big market or great team), I wouldn’t be here — having both is essential.

As I said, I’ll get more into the vision later. But, the short of it is that while the Internet advertising market is an enormous market ($27 Billion today, and growing), it is a highly inefficient one. We are going to make it more efficient through highly innovative technology. There is a lack of technology innovation available for website owners and publishers to most effectively monetize their sites through advertising. Because of this, the websites, the ad networks they use and the advertisers are not working together as efficiently or as effectively as they could be. We are going to target the publishers, arm them with the smartest, most innovative technology and help them work more efficiently with all of the advertising networks and advertisers that are available to them today.

To learn more about we’re up to, you can visit http://www.RubiconProject.com.



  • alibaba trade manager client download
  • christina milian am to pm download free mp3
  • borderlands modded character download
  • adrian minune omul norocos download
  • aborting video microsoft codec download page
  • bethel live dvd download
  • brenda lee sweet nothings download free
  • bharat sharma vyas songs download
  • ceramic destroyer game download
  • buddha bar music download
  • a r rahman vande mataram video download
  • busybox android download to pc
  • buzzer beat ep 7 download
  • champaign shower lmfao download
  • cartella download windows explorer
  • asus n16 manual download
  • catan aˆ“ stA¤dte & ritter download
  • apostila direito constitucional download gratis
  • 3com 3c905 tx driver download windows 7
  • baki b3 zovi mp3 download
  • brincar com o fogo download
  • busybox download to pc
  • baby giggle ringtone download
  • animacje do gothic multiplayer download
  • acrobat reader full download
  • astral projection i doser download
  • boski A?igolo lektor pl download
  • bibi blocksberg staffel 1 download
  • adat shadmehr download mp3
  • canon c300 driver download
  • ain't no way mp3 download
  • 100 ?????»?° ?»??Nˆ?° mp3 download
  • apparat album 2011 download
  • activar modo download samsung galaxy s2
  • baixar filme homem aranha 4 download
  • anonymous os x download
  • angel haze download mp3
  • audio book kindle download
  • asus o'play air firmware download
  • blessings laura story free download mp3
  • bio medical books free download
  • asus p5vdc mx drivers download for xp
  • apics dictionary 13th edition download
  • antes que termine download dublado
  • aAYk yeniden mp3 download
  • atozmp3 telugu free download songs
  • bewafai album songs download free 2010
  • celine dion mp3 free download
  • asus p5n e sli manual download
  • brush download illustrator cs5
  • ambani telugu songs download
  • anya your voice download zippy
  • capella reader mac download
  • android lock ipad download
  • anatomy of reanimation blitzkid download
  • age de glace 4 download fr
  • besplatna muzika za download mp3
  • buffy l'ammazzavampiri stagione 5 download
  • chennai 60028 songs download 123musiq
  • cd dvd druckerei 7 download crack
  • andala rakshasi songs download 320kbps
  • cassia eller para download
  • aarti om jai jagdish download free
  • alejandro dave aude remix download
  • bonus rpk dwie wiadomoA›ci download
  • autoroute freeware kostenlos download
  • cds de vaquejada para download
  • business plan pro download and crack
  • authentec fingerprint software download windows 7
  • 20 poucos anos download
  • andrea bocelli download romanza
  • astral projection burning up download
  • chilly cha cha music download
  • acero puro hd download
  • caA§adores de emoA§Aµes download legendado
  • attitude student's book 3 download
  • adobe acrobat x pro download portable
  • canon sx1 firmware download
  • addictive drums fl studio download
  • bank gothic download for free
  • 7.62 high calibre game download
  • battle realm 2 download
  • android lock iphone download free
  • carbide.ui symbian theme editor 4.0 download
  • ambiance a l'africaine free mp3 download
  • ahmet kaya yemen tA?rkA?sA? download
  • badrinath south mp3 download
  • cam hack download v1.2
  • acer aspire 7730 software download
  • chama negra download tenses
  • blackberry gps software download
  • 2A—17 know thy enemy download
  • club dogo download album gratis
  • castellan fisico quimica download portugues
  • cant download bully xbox 360
  • anabela ne zovi me download
  • cliq xt recovery image download
  • canon mp560 treiber download mac
  • canon mx300 driver download windows xp
  • che la luna mp3 download
  • britain's got talent 2008 download
  • bo wodke trzeba pic download mp3
  • arial mt extra bold download
  • camel in action source code download
  • aplikacije za lg p350 download
  • apocalyptica noten kostenlos download
  • caramelldansen download english version
  • canon mx 320 download driver
  • alien vs predator 1 download full
  • chibi vampire vol 6 download
  • canon lbp 3000 software download
  • cinematic orchestra ma fleur download free
  • addison groove bad things download
  • accenture office communicator download
  • brother mfl pro suite mfc 290c download
  • acrobat x pro trial download for mac
  • anas younus free mp3 download
  • canon lbp 3000 driver download winxp
  • a usurpadora download dublado rmvb
  • 38 spec no more download
  • businessplan kostenlos download excel
  • brokencyde dying to live download
  • cartman poker face download
  • barA?o de munchausen download livro
  • autocad structural detailing 2011 download
  • apple airplay utility download
  • arcade fire sprawl soulwax download
  • atmosphere keep steppin mp3 download
  • almanaque abril download gratis
  • bully scholarship edition zip download
  • broadcom 802 11b g driver download
  • a riqueza das naA§Aµes download mcconnell
  • ant smasher download para celular
  • akhiyan nu rehn de mp3 free download
  • alice maciel musicas download
  • amigo fura olho download mp3
  • cancion del mariachi download mp3
  • btoes 2.0 x micro driver download
  • band master complete download
  • achtung die ecke download
  • call of juarez 1 download full game
  • battlefield 3 reloaded free download
  • christmas carols english download
  • alicia a natale puoi download gratis
  • business plan template download word
  • appalaraju songs free download from southmp3
  • businessman sir osthara mp3 download
  • 4shared download kotak kecuali kamu
  • canon pixma mg3150 driver download
  • buika el ultimo dragon download free
  • apostila do stm para download