Rubicon Project has rebranded as Magnite, as the sell-side ad-tech company aims to convince investors that it is more than the sum of its parts after its merger with Telaria. Rubicon Project had previously been associated with display ad inventory, while Telaria (arguably the smaller of the pair) specialized in connected TV, with the merged entity aiming to position itself as an omnichannel SSP. Founded in 2007, Rubicon Project is one of the most recognizable company names in ad tech, while Telaria (the result of a 2017 rebrand ) is an offshoot of Tremor Video, another of the early trailblazers in the space to have IPO'd.