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    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:label="loc_us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_0AB36BE2447EA845B52912416F5A8B92" xlink:type="locator" />
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_B3EDCA5E933A4E46735330C3734FF4FD_label_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_B3EDCA5E933A4E46735330C3734FF4FD" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Operating Leases, Future Minimum Payments, Due in Three Years</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears" xlink:label="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_B3EDCA5E933A4E46735330C3734FF4FD" xlink:type="locator" />
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_DDCA91824F61F30F14EB30C3734FFE52_label_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_DDCA91824F61F30F14EB30C3734FFE52" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Operating Leases, Future Minimum Payments, Due in Four Years</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears" xlink:label="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_DDCA91824F61F30F14EB30C3734FFE52" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_DDCA91824F61F30F14EB30C3734FFE52" xlink:to="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_DDCA91824F61F30F14EB30C3734FFE52" xlink:type="arc" />
    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2023</link:label>
    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448_label_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Operating Leases, Future Minimum Payments, Due in Five Years</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears" xlink:label="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448" xlink:to="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFiveYears_E04B147EC28243235D4530C3734F6448" xlink:type="arc" />
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDue_2380FE934B096AB16E3730C3734FBC81_label_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDue_2380FE934B096AB16E3730C3734FBC81" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Operating Leases, Future Minimum Payments Due</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_OperatingLeasesFutureMinimumPaymentsDue" xlink:label="loc_us-gaap_OperatingLeasesFutureMinimumPaymentsDue_2380FE934B096AB16E3730C3734FBC81" xlink:type="locator" />
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    <link:label id="lab_us-gaap_LesseeOperatingSubleaseDescriptionAbstract_616C9ED523BA1F039B6230C37350E487_label_en-US" xlink:label="lab_us-gaap_LesseeOperatingSubleaseDescriptionAbstract_616C9ED523BA1F039B6230C37350E487" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Lessee, Operating Sublease, Description [Abstract]</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_LesseeOperatingSubleaseDescriptionAbstract" xlink:label="loc_us-gaap_LesseeOperatingSubleaseDescriptionAbstract_616C9ED523BA1F039B6230C37350E487" xlink:type="locator" />
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C_negatedTerseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US">2019</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C_documentation_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths</link:label>
    <link:loc xlink:href="rubi-20181231.xsd#rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths" xlink:label="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C" xlink:to="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinNextTwelveMonths_8518CEE518E73314B14830C37350C99C" xlink:type="arc" />
    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A_negatedTerseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US">2020</link:label>
    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A_label_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Operating Leases Rent Expense Sublease Rentals Due in Two Years</link:label>
    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A_documentation_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Operating Leases Rent Expense Sublease Rentals Due in Two Years</link:label>
    <link:loc xlink:href="rubi-20181231.xsd#rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears" xlink:label="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:to="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinTwoYears_0D4ABF84A063D825C05130C37351CF2A" xlink:type="arc" />
    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_4DA1C80C7A27DA2F815530C373517792_negatedTerseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_4DA1C80C7A27DA2F815530C373517792" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US">2021</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_4DA1C80C7A27DA2F815530C373517792_documentation_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_4DA1C80C7A27DA2F815530C373517792" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Operating Leases Rent Expense Sublease Rentals Due in Three Years</link:label>
    <link:loc xlink:href="rubi-20181231.xsd#rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears" xlink:label="loc_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinThreeYears_4DA1C80C7A27DA2F815530C373517792" xlink:type="locator" />
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFourYears_99A16629847B39630B0530C373513205_negatedTerseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFourYears_99A16629847B39630B0530C373513205" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US">2022</link:label>
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    <link:label id="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFiveYears_150135C2AD544FBC1E8630C37351C7B0_negatedTerseLabel_en-US" xlink:label="lab_rubi_OperatingLeasesRentExpenseSubleaseRentalsDueinFiveYears_150135C2AD544FBC1E8630C37351C7B0" xlink:role="http://www.xbrl.org/2009/role/negatedTerseLabel" xlink:type="resource" xml:lang="en-US">2023</link:label>
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