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    <link:label id="lab_us-gaap_PropertyPlantAndEquipmentLineItems_650122CC7B3DF27793417CD0E7769D35_terseLabel_en-US" xlink:label="lab_us-gaap_PropertyPlantAndEquipmentLineItems_650122CC7B3DF27793417CD0E7769D35" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Property, Plant and Equipment [Line Items]</link:label>
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    <link:label id="lab_us-gaap_VestingAxis_764955A581AE4B1077EA7CF17E34E1A2_terseLabel_en-US" xlink:label="lab_us-gaap_VestingAxis_764955A581AE4B1077EA7CF17E34E1A2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Vesting [Axis]</link:label>
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    <link:label id="lab_us-gaap_VestingDomain_8123355DFB484D4F24DD7CF17E34A0F1_label_en-US" xlink:label="lab_us-gaap_VestingDomain_8123355DFB484D4F24DD7CF17E34A0F1" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Vesting [Domain]</link:label>
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    <link:label id="lab_rubi_TwoYearRSUsMember_AAE2D145B88A4642B2387CF17E34232C_terseLabel_en-US" xlink:label="lab_rubi_TwoYearRSUsMember_AAE2D145B88A4642B2387CF17E34232C" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Two Year RSUs</link:label>
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    <link:label id="lab_rubi_RestrictedawardsMember_D1B4E7F4E442898140F77CF17E345487_terseLabel_en-US" xlink:label="lab_rubi_RestrictedawardsMember_D1B4E7F4E442898140F77CF17E345487" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Restricted awards</link:label>
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    <link:loc xlink:href="rubi-20191231.xsd#rubi_RestrictedawardsMember" xlink:label="loc_rubi_RestrictedawardsMember_D1B4E7F4E442898140F77CF17E345487" xlink:type="locator" />
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    <link:label id="lab_rubi_OtherThanESPPMember_8011526DF8117A453A977CF17E3494C6_terseLabel_en-US" xlink:label="lab_rubi_OtherThanESPPMember_8011526DF8117A453A977CF17E3494C6" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Equity plans other than ESPP</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1_DE9F6F8920D4C4A28DBF7CF17E3409D0_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardAwardVestingPeriod1_DE9F6F8920D4C4A28DBF7CF17E3409D0" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Vesting period</link:label>
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    <link:label id="lab_us-gaap_ProvisionForDoubtfulAccounts_A7A16530F02D57911B6D7CF17F648F51_label_en-US" xlink:label="lab_us-gaap_ProvisionForDoubtfulAccounts_A7A16530F02D57911B6D7CF17F648F51" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Accounts Receivable, Credit Loss Expense (Reversal)</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisesInPeriodTotalIntrinsicValue_EA847AACD43EF83E19317CD0E646F277_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisesInPeriodTotalIntrinsicValue_EA847AACD43EF83E19317CD0E646F277" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Intrinsic values of options exercised</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_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisesInPeriodTotalIntrinsicValue" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsExercisesInPeriodTotalIntrinsicValue_EA847AACD43EF83E19317CD0E646F277" xlink:type="locator" />
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    <link:label id="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedStockOptions_00F156392D26E67D4CE27CD0E646B791_terseLabel_en-US" xlink:label="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedStockOptions_00F156392D26E67D4CE27CD0E646B791" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Unrecognized employee stock-based compensation</link:label>
    <link:label id="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedStockOptions_00F156392D26E67D4CE27CD0E646B791_label_en-US" xlink:label="lab_us-gaap_EmployeeServiceShareBasedCompensationNonvestedAwardsTotalCompensationCostNotYetRecognizedStockOptions_00F156392D26E67D4CE27CD0E646B791" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Share-based Payment Arrangement, Nonvested Award, Option, Cost Not yet Recognized, Amount</link:label>
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    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_CDEBEFDB8A2D27A712B87CD0E646165D_terseLabel_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_CDEBEFDB8A2D27A712B87CD0E646165D" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Weighted average grant date fair value (usd per share)</link:label>
    <link:label id="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_CDEBEFDB8A2D27A712B87CD0E646165D_label_en-US" xlink:label="lab_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_CDEBEFDB8A2D27A712B87CD0E646165D" 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, Grants in Period, Weighted Average Grant Date Fair Value</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:label="loc_us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_CDEBEFDB8A2D27A712B87CD0E646165D" xlink:type="locator" />
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    <link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78_terseLabel_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Fair value of options vested in period</link:label>
    <link:label id="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78_label_en-US" xlink:label="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78" 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, Vested in Period, Fair Value</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1" xlink:label="loc_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78" xlink:to="lab_us-gaap_SharebasedCompensationArrangementBySharebasedPaymentAwardOptionsVestedInPeriodFairValue1_C8472188283F7EE2F9DD7CD0E6464A78" xlink:type="arc" />
    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2" 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_7ED7AC97BD0F0C9B6AC48053B8B363C2_label_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2" 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/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAdditions" xlink:label="loc_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2" xlink:to="lab_us-gaap_CapitalizedComputerSoftwareAdditions_7ED7AC97BD0F0C9B6AC48053B8B363C2" xlink:type="arc" />
    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996" 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_A6A039721CE9DD00458B8053B8B37996_label_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996" 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/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAmortization1" xlink:label="loc_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996" xlink:to="lab_us-gaap_CapitalizedComputerSoftwareAmortization1_A6A039721CE9DD00458B8053B8B37996" xlink:type="arc" />
    <link:label id="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052_terseLabel_en-US" xlink:label="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" 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>
    <link:label id="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052_label_en-US" xlink:label="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Internal Use Software Development Costs, Write-offs</link:label>
    <link:label id="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052_documentation_en-US" xlink:label="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" 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-20191231.xsd#rubi_InternalUseSoftwareDevelopmentCostsWriteoffs" xlink:label="loc_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" xlink:to="lab_rubi_InternalUseSoftwareDevelopmentCostsWriteoffs_29B9A26A5C4F929611728053B8B3D052" xlink:type="arc" />
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2020</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64_label_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Next Twelve Months</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64_documentation_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Next Twelve Months</link:label>
    <link:loc xlink:href="rubi-20191231.xsd#rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths" xlink:label="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:type="locator" />
    <link:labelArc order="1" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:to="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseNextTwelveMonths_78A254079A1BC8E0CC288053B8B38E64" xlink:type="arc" />
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2021</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144_label_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Year Two</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144_documentation_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Year Two</link:label>
    <link:loc xlink:href="rubi-20191231.xsd#rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo" xlink:label="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearTwo_FAB3D52F78E632DC347D8053B8B44144" xlink:type="locator" />
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    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_38EF69F39AAD23579D978053B8B404CB_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_38EF69F39AAD23579D978053B8B404CB" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2022</link:label>
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    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_38EF69F39AAD23579D978053B8B404CB_documentation_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_38EF69F39AAD23579D978053B8B404CB" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Year Three</link:label>
    <link:loc xlink:href="rubi-20191231.xsd#rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree" xlink:label="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearThree_38EF69F39AAD23579D978053B8B404CB" xlink:type="locator" />
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    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2_terseLabel_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Estimated amortization expense, 2023</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2_label_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Year Four</link:label>
    <link:label id="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2_documentation_en-US" xlink:label="lab_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Amortization Expense, Year Four</link:label>
    <link:loc xlink:href="rubi-20191231.xsd#rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour" xlink:label="loc_rubi_CapitalizedComputerSoftwareAmortizationExpenseYearFour_1B1A31D8075DB6DA6F1F8053B8B4CAB2" xlink:type="locator" />
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    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_BB80A06ABD1E5F6EB8EC8053B8B4258E_terseLabel_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_BB80A06ABD1E5F6EB8EC8053B8B4258E" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:type="resource" xml:lang="en-US">Capitalized computer software impairments</link:label>
    <link:label id="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_BB80A06ABD1E5F6EB8EC8053B8B4258E_label_en-US" xlink:label="lab_us-gaap_CapitalizedComputerSoftwareImpairments1_BB80A06ABD1E5F6EB8EC8053B8B4258E" xlink:role="http://www.xbrl.org/2003/role/label" xlink:type="resource" xml:lang="en-US">Capitalized Computer Software, Impairments</link:label>
    <link:loc xlink:href="http://xbrl.fasb.org/us-gaap/2019/elts/us-gaap-2019-01-31.xsd#us-gaap_CapitalizedComputerSoftwareImpairments1" xlink:label="loc_us-gaap_CapitalizedComputerSoftwareImpairments1_BB80A06ABD1E5F6EB8EC8053B8B4258E" xlink:type="locator" />
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