Rubicon Project (NYSE: RUBI) and Line (NYSE:LN) are both computer and technology companies, but which is the better business? We will compare the two businesses based on the strength of their dividends, earnings, valuation, analyst recommendations, profitability, institutional ownership and risk.

Earnings & Valuation

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This table compares Rubicon Project and Line’s gross revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Rubicon Project $155.54 million 0.74 -$154.78 million ($1.11) -2.07
Line $1.60 billion 5.66 $71.89 million $0.30 126.37

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

Analyst Ratings

This is a breakdown of current ratings and price targets for Rubicon Project and Line, as provided by

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Rubicon Project 0 5 2 0 2.29
Line 3 2 3 0 2.00

Rubicon Project currently has a consensus target price of $4.81, indicating a potential upside of 109.24%. Given Rubicon Project’s stronger consensus rating and higher probable upside, equities analysts clearly believe Rubicon Project is more favorable than Line.

Risk & Volatility

Rubicon Project has a beta of 1.15, meaning that its stock price is 15% more volatile than the S&P 500. Comparatively, Line has a beta of 1.4, meaning that its stock price is 40% more volatile than the S&P 500.


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

Net Margins Return on Equity Return on Assets
Rubicon Project -99.51% -23.33% -13.00%
Line 4.45% 5.46% 3.50%

Insider & Institutional Ownership

59.6% of Rubicon Project shares are owned by institutional investors. Comparatively, 3.2% of Line shares are owned by institutional investors. 13.8% of Rubicon Project shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a company is poised for long-term growth.


Line beats Rubicon Project on 9 of the 13 factors compared between the two stocks.

About 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 Line

LINE Corporation provides a platform for mobile messaging and communication services, content distribution, and related services primarily in Japan, Taiwan, Thailand, Indonesia, and Hong Kong. The company offers LINE, a cross-platform messenger application that enable users to communicate through free instant messaging, and voice and video calls, as well as serves as a smart portal to its other applications and services. It also provides communication and content sales and advertising services through the LINE platform; and advertising services through LINE advertising, and livedoor and NAVER Matome Web portals. The company was formerly known as NHN Japan Corporation and changed its name to LINE Corporation in April 2013. The company was founded in 2000 and is headquartered in Tokyo, Japan. LINE Corporation is a subsidiary of Naver Corporation.

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