Head to Head Survey: Autoweb (AUTO) versus The Rubicon Project (RUBI)

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The Rubicon Project (NYSE:RUBI) and Autoweb (NASDAQ:AUTO) are both small-cap computer and technology companies, but which is the superior stock? We will contrast the two businesses based on the strength of their risk, earnings, valuation, institutional ownership, analyst recommendations, dividends and profitability.

Analyst Recommendations

This is a summary of current ratings and recommmendations for The Rubicon Project and Autoweb, as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
The Rubicon Project 0 0 2 0 3.00
Autoweb 0 2 1 0 2.33

The Rubicon Project currently has a consensus target price of $5.00, indicating a potential downside of 27.33%. Autoweb has a consensus target price of $5.50, indicating a potential upside of 15.06%. Given Autoweb’s higher possible upside, analysts clearly believe Autoweb is more favorable than The Rubicon Project.

Volatility & Risk

The Rubicon Project has a beta of 1.59, suggesting that its share price is 59% more volatile than the S&P 500. Comparatively, Autoweb has a beta of 0.11, suggesting that its share price is 89% less volatile than the S&P 500.


This table compares The Rubicon Project and Autoweb’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
The Rubicon Project -49.58% -33.92% -12.70%
Autoweb -30.91% -30.35% -20.96%

Earnings & Valuation

This table compares The Rubicon Project and Autoweb’s top-line revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
The Rubicon Project $124.68 million 2.85 -$61.82 million ($0.85) -8.09
Autoweb $125.59 million 0.49 -$38.82 million ($1.10) -4.35

Autoweb has higher revenue and earnings than The Rubicon Project. The Rubicon Project is trading at a lower price-to-earnings ratio than Autoweb, indicating that it is currently the more affordable of the two stocks.

Insider and Institutional Ownership

63.9% of The Rubicon Project shares are owned by institutional investors. Comparatively, 23.0% of Autoweb shares are owned by institutional investors. 12.7% of The Rubicon Project shares are owned by insiders. Comparatively, 30.6% of Autoweb shares are owned by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock will outperform the market over the long term.


The Rubicon Project beats Autoweb on 7 of the 13 factors compared between the two stocks.

About The Rubicon Project

The Rubicon Project, Inc. provides technology solutions to automate the purchase and sale of digital advertising inventory for buyers and sellers in the United States and internationally. It offers applications and services for digital advertising inventory sellers, including Websites, mobile applications, and other digital media properties, to sell their advertising inventory; applications and services for buyers, such as advertisers, agencies, agency trading desks, and demand side platforms, to buy advertising inventory; and a marketplace over which such transactions are executed. The Rubicon Project, Inc. was founded in 2007 and is headquartered in Los Angeles, California.

About Autoweb

AutoWeb, Inc. operates as a digital marketing company for the automotive industry in the United States. It assists automotive retail dealers and manufacturers to market and sell new and used vehicles to consumers through its programs. The company's products include new vehicle lead program, which allows consumers to submit requests for pricing and availability of specific makes and models; and used vehicle lead program, which allows consumers to search for used vehicles according to search parameters, such as price, make, model, mileage, year, and location of the vehicle. The company's products and services also comprise WebLeads+ that offers various coupon options, which display marketing messages to consumers visiting the dealer's Website; and Payment Pro, a dealer Website conversion tool that offers consumers real-time online monthly payment information, as well as sells fixed placement advertising across its Website to automotive advertisers. It owns and operates automotive Websites that offers consumers with the information and tools to aid them with their automotive purchase decisions; an automotive search engine that enables manufactures and dealers to optimize advertising campaigns; AutoWeb Traffic Product, a pay-per-click advertising program that offer targeted offers to consumers based on make, model, and geographic location; and AutoWeb consumer traffic referral product that engages car buyers from the AutoWeb's network of automotive Websites to present them with offers based on their make and model of interest, as well as geographic location. The company was formerly known as Autobytel Inc. and changed its name to AutoWeb, Inc. in October 2017. AutoWeb, Inc. was founded in 1995 and is headquartered in Irvine, California.

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