Los Angeles-based the Rubicon Project, a provider of Internet advertising optimization software and services, announced today that it has rolled out a new product which will automate the buying of online ad inventory. According to Rubicon, the new Rubicon OnDemand product will help advertising buyers precisely target audiences across its inventory. The new product allows advertisers to specifically target user demographics, including age, income, and gender; geographic locations; and also based on context and behavioral segments. Rubicon operates a service which helps websites optimize the best ad networks to use on their sites, to maximize their ad inventory.