Wall Street road sign in the corner of New York Stock Exchange, Manhattan an icon of global investment, finance, trading
Wall Street road sign in the corner of New York Stock Exchange, Manhattan an icon of global investment, finance, trading (Photographer: Lipovskiy Roman)

The Rubicon Project Inc., a Los Angeles digital advertising platform, is turning to Gibson, Dunn & Crutcher for advice on its $100 million initial public offering, according to the S-1 it filed Wednesday. Wilson Sonsini Goodrich & Rosati is counseling the underwriters, which include Morgan Stanley, Goldman Sachs and RBC Capital Markets.

Founded in 2007, the company brings together and facilitates trading between buyers and sellers of online ads, which are viewed by 550 million users across the world and 96 percent of U.S. Internet users. The company reported $55.7 million in revenue and $9.2 million in net loss for the nine months ended Sept. 30.

Rubicon had reportedly entertained buyout offers previously, but has long eyed the public markets. Santa Monica’s Clearstone Venture Partners owns 24 percent of the company, and News Corp. holds another 21 percent stake. The rise of Redwood Shores-based Rocket Fuel Inc., which had one of 2013′s best debuts and was counseled by Wilson Sonsini, has helped renew optimism for the broader ad tech industry.

The Gibson Dunn team is being led by L.A. partner Bradford Weirick, who is co-chair of the firm’s emerging technologies group, and San Francisco partner Stewart McDowell, co-chair of the capital markets practice.

The company’s general counsel is Brian Copple, who began his career with and spent more than a decade at Gibson Dunn. He joined the company in July.

The Wilson team is headed up by Palo Alto partners Aaron Alter and Michael Coke.

Contact the reporter at callison@alm.com.