Rubicon Project

Rubicon Project is an online advertising technology firm based in Los Angeles, California.

It helps clients optimize advertising revenue for web sites.

Header bidding

Header bidding is an online advertising methodology.

When a user visits a page, code in the page header calls programmatic demand sources to bid on the impression
An auction is run to determine the actual market value for the impression
The bid information is sent back to the page
The bid and all the other standard targeting is sent to the ad server
The bid helps the ad server better determine which line item should serve
The relevant ad is served to the user

Fastlane is software for header bidding and bidder management.

Rubicon Project describes the benefits of Fastlane:

Fully optimize and control your programmatic demand across all devices and formats.
Expose every impression to Rubicon Project’s unparalleled programmatic marketplace generating powerful competition at every priority level of your ad stack.
Receive the tools and flexibility you need to manage multiple header bidder partners, intelligently allocate your inventory, and exceed objectives of your agency and advertiser clients.