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On April 1st 2020, Rubicon Project (Rubicon), one of the leading advertising exchanges in the world and Telaria Inc, one of the leading technology platforms for TV advertisement, closed their ambitious merger to form the biggest independent supply-side advertising platform in the world (as of 2020). It was claimed that, Rubicon targeted Telaria for its expertise in Connected TV (CTV). Post merger, the combined entity would have around USD143 million cash on hand and would be traded as RUBI in the New York Stock Exchange. According to experts, Rubicorn which would hold around 52.9% of the merged entity, and the combined company would generate around 50% of its revenue from video and 20% from CTV by the end of 2020. The merger would also allow the publishers to earn revenue in all auction types as well as formats enlisting, CTV, mobile, video, audio and desktop display. Addition to this, the merged company would also provide a transparent alternative to the publishers mainly to support the open internet. It would offer more control to the publishers to manage their businesses. However, the AdTech market was crowded and there was a fierce competition among the companies. Addition to this, Google, Facebook, Comcast, The Trade Desk, etc, were also taking cautious strategies to throw tough competition to the merged company. With this background, it remained to be seen whether the Rubicon-Telaria merger would prove to be game changer in the global digital ad market.