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    <link:label id="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsRemainderOfFiscalYear_433ED5A0BEB9819FFBF3C256A87B570D_terseLabel_en-US" xlink:label="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsRemainderOfFiscalYear_433ED5A0BEB9819FFBF3C256A87B570D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Remaining 2020</link:label>
    <link:label id="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsRemainderOfFiscalYear_433ED5A0BEB9819FFBF3C256A87B570D_label_en-US" xlink:label="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsRemainderOfFiscalYear_433ED5A0BEB9819FFBF3C256A87B570D" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Lessee, Operating Lease, Liability, Payments, Remainder of Fiscal Year</link:label>
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    <link:label id="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsDueYearTwo_AAB1C80BA53CDC79D6BCC256A87B5636_terseLabel_en-US" xlink:label="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsDueYearTwo_AAB1C80BA53CDC79D6BCC256A87B5636" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2021</link:label>
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    <link:label id="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsDueYearFour_242FFFFB357EA1F9E1A9C256A87B8DE9_terseLabel_en-US" xlink:label="lab_us-gaap_LesseeOperatingLeaseLiabilityPaymentsDueYearFour_242FFFFB357EA1F9E1A9C256A87B8DE9" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">2023</link:label>
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    <link:label id="lab_us-gaap_LiabilitiesCurrentAbstract_7A189F56F9901AC4756EB90BE057AA0E_label_en-US" xlink:label="lab_us-gaap_LiabilitiesCurrentAbstract_7A189F56F9901AC4756EB90BE057AA0E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Liabilities, Current [Abstract]</link:label>
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    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_CashAndCashEquivalentsFairValueDisclosure" xlink:label="loc_us-gaap_CashAndCashEquivalentsFairValueDisclosure_6D95E5562696EE627A7BB9186B0913F9" xlink:type="locator" />
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    <link:label id="lab_us-gaap_ContractWithCustomerSalesChannelAxis_6FC576C0E2C43EF5DE83CB55954BEB1D_label_en-US" xlink:label="lab_us-gaap_ContractWithCustomerSalesChannelAxis_330FBE7BEDD254B4A46A782C7079CBD8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Contract with Customer, Sales Channel [Axis]</link:label>
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    <link:label id="lab_us-gaap_ContractWithCustomerSalesChannelDomain_65BE25C4167401DF2202CB55954B9D87_label_en-US" xlink:label="lab_us-gaap_ContractWithCustomerSalesChannelDomain_78C4094A6C215FB48CACDB4C475D4CB8" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Contract with Customer, Sales Channel [Domain]</link:label>
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    <link:loc xlink:href="rubi-20200331.xsd#rubi_DesktopMember" xlink:label="loc_rubi_DesktopMember_DB86D81BA4025618869FC9EA8E22CD8F" xlink:type="locator" />
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    <link:label id="lab_rubi_MobileMember_2005CE99F6E299C4EAD0CB55954C6780_label_en-US" xlink:label="lab_rubi_MobileMember_4D9850962C7651C5AA299194F788DCE6" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Mobile [Member]</link:label>
    <link:label id="lab_rubi_MobileMember_2005CE99F6E299C4EAD0CB55954C6780_documentation_en-US" xlink:label="lab_rubi_MobileMember_4D9850962C7651C5AA299194F788DCE6" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Mobile [Member]</link:label>
    <link:loc xlink:href="rubi-20200331.xsd#rubi_MobileMember" xlink:label="loc_rubi_MobileMember_4D9850962C7651C5AA299194F788DCE6" xlink:type="locator" />
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    <link:label id="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_7E59B5C195B3DA697716CB5FDBD991EC_verboseLabel_en-US" xlink:label="lab_us-gaap_RevenueFromContractWithCustomerExcludingAssessedTax_D0067E9E00815454868745F035AA19AE" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:type="resource" xml:lang="en-US">Revenue</link:label>
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