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NEW YORK (TheStreet) -- Shares of The Rubicon Project Inc. (RUBI) - Get Free Report are falling -15.85% to $16.40 on Monday, following mixed analyst coverage.

RBC Capital initiated coverage on the global technology advertising company at "sector perform" with a $22 price target.

The firm said it would prefer to wait for the stock to gain attractive entry points as "ad-tech ecosystem remains out of favor with structural, competitive, and unit economics headwinds."

Needham & Company started the company with a "buy" rating saying it believes the company has a competitive advantage as it is able to synthesize "unique insights from its proprietary data" which allows for optimizing ROI for buyers and increase revenue for sellers.

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