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    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2017/elts/us-gaap-2017-01-31.xsd#us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding" xlink:label="loc_us-gaap_WeightedAverageNumberOfDilutedSharesOutstanding_6EACEC2B947B0F0D2A3108C735F5BC4E" xlink:type="locator" />
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueAbstract_16FC6AEBA6B6210FFC8A08C7309BB55C_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueAbstract_16FC6AEBA6B6210FFC8A08C7309BB55C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Operating lease obligations</link:label>
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    <link:label id="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent_C86FF83D31C9C6D7AAA908C7309C2F52_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueCurrent_C86FF83D31C9C6D7AAA908C7309C2F52" 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_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears_68DE44212DE09ACE215308C7309CEE12_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInTwoYears_68DE44212DE09ACE215308C7309CEE12" 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_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_DFEE7DBC97A2B7C3854B08C7309CF346_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInThreeYears_DFEE7DBC97A2B7C3854B08C7309CF346" 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_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_806E161D0B675B99AFDF08C7309C2CEF_terseLabel_en-US" xlink:label="lab_us-gaap_OperatingLeasesFutureMinimumPaymentsDueInFourYears_806E161D0B675B99AFDF08C7309C2CEF" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2021</link:label>
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    <link:loc xlink:href="rubi-20171231.xsd#rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree" xlink:label="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_3AC053827AEB1E224DD121702C075E4B" xlink:type="locator" />
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    <link:label id="lab_us-gaap_IncomeStatementAbstract_43CCDB250A7850AD1D990C5E2C0BE52B_label_en-US" xlink:label="lab_us-gaap_IncomeStatementAbstract_43CCDB250A7850AD1D990C5E2C0BE52B" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Income Statement [Abstract]</link:label>
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