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    <link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1_11ECC8DF9E2775D5CB0082FC9829DE68_terseLabel_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1_36D837072EF0562080BFEFABFB52529B" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Exercisable</link:label>
    <link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1_11ECC8DF9E2775D5CB0082FC9829DE68_label_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1_36D837072EF0562080BFEFABFB52529B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Share-based Compensation Arrangement by Share-based Payment Award, Options, Exercisable, Weighted Average Remaining Contractual Term</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2016/elts/us-gaap-2016-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1" xlink:label="loc_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableWeightedAverageRemainingContractualTerm1_36D837072EF0562080BFEFABFB52529B" xlink:type="locator" />
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    <link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableIntrinsicValue1_DD630481651665E5F29C82FC982A7A9A_terseLabel_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableIntrinsicValue1_2528BA8127BB5695A59C82206E9917B0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Exercisable, aggregate intrinsic value</link:label>
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    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2016/elts/us-gaap-2016-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableIntrinsicValue1" xlink:label="loc_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsExercisableIntrinsicValue1_2528BA8127BB5695A59C82206E9917B0" xlink:type="locator" />
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    <link:label id="lab_us-gaap_ResearchAndDevelopmentAbstract_D87639F62FE6C1FC7CE98FD20572DBB9_label_en-US" xlink:label="lab_us-gaap_ResearchAndDevelopmentAbstract_D87639F62FE6C1FC7CE98FD20572DBB9" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Research and Development [Abstract]</link:label>
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    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAdditions_E6270A672C7E642087948FD2057284F8_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAdditions_E6270A672C7E642087948FD2057284F8" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Capitalized computer software, additions</link:label>
    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAdditions_E6270A672C7E642087948FD2057284F8_label_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAdditions_E6270A672C7E642087948FD2057284F8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Additions</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2016/elts/us-gaap-2016-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAdditions" xlink:label="loc_us-gaap_CapitalizedComputerSoftwareAdditions_E6270A672C7E642087948FD2057284F8" xlink:type="locator" />
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    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_0F422AD67F18D6EE3B8F8FD205728463_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_0F422AD67F18D6EE3B8F8FD205728463" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Capitalized computer software, amortization</link:label>
    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_0F422AD67F18D6EE3B8F8FD205728463_label_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_0F422AD67F18D6EE3B8F8FD205728463" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2016/elts/us-gaap-2016-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAmortization1" xlink:label="loc_us-gaap_CapitalizedComputerSoftwareAmortization1_0F422AD67F18D6EE3B8F8FD205728463" xlink:type="locator" />
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    <link:label id="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832_terseLabel_en-US" xlink:label="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Internal use software development costs, write-offs</link:label>
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    <link:label id="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832_documentation_en-US" xlink:label="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Internal Use Software Development Costs, Write-offs</link:label>
    <link:loc xlink:href="rubi-20161231.xsd#rubi_InternalUseSoftwareDevelopmentCostsWriteoffs" xlink:label="loc_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832" xlink:to="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_05C07B3768ED4ADF156F8FD205722832" xlink:type="arc" />
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_41C96B760CBB11AEBD368FD2057279C1_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_41C96B760CBB11AEBD368FD2057279C1" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2017</link:label>
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    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_F2B1F0E835B5DA7A53F48FD20572C482_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_F2B1F0E835B5DA7A53F48FD20572C482" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2018</link:label>
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    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_3D1DCBADDA887420AFA08FD20572A78A_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_3D1DCBADDA887420AFA08FD20572A78A" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2019</link:label>
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    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_2977AAB21419D0BCDDA08FD20573E4DB_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_2977AAB21419D0BCDDA08FD20573E4DB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Capitalized computer software, impairments</link:label>
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    <link:loc xlink:href="rubi-20161231.xsd#rubi_OperatingLeasesRentExpenseSubleaseRentalsDueNextTwelveMonths" xlink:label="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueNextTwelveMonths_5D399BEE933D650A9CFE639D4F7E920B" xlink:type="locator" />
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_A330B30AA75A5AE60604639D4F7E6E1C_terseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_A330B30AA75A5AE60604639D4F7E6E1C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2018</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_54C8727A16CA10EF20E1639D4F7E57F4_terseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_54C8727A16CA10EF20E1639D4F7E57F4" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2019</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFourYears_FC123243BBC034F9235A639D4F7EAC94_terseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFourYears_FC123243BBC034F9235A639D4F7EAC94" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2020</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFiveYears_71D0B19F8B3DE33E7F1C639D4F7E7D38_terseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFiveYears_71D0B19F8B3DE33E7F1C639D4F7E7D38" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2021</link:label>
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