Craig-Hallum analyst Jason Kreyer raised his price target on Rubicon Project (RUBI) shares to $13 from $12 and increased his price target on Telaria (TLRA) shares to $14 from $11 while keeping Buy ratings on both stocks after the companies announced a deal to merge and create the largest independent advertising exchange, which he views as "The Trade Desk of the supply-side." He believes the new Rubicon Project will be poised to be the primary beneficiary of ad buyers seeking to optimize their supply path, just as Trade Desk (TTD) has consolidated ad buyers, Kreyer explains.