<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0206</schemaVersion>

    <documentType>3</documentType>

    <periodOfReport>2014-04-01</periodOfReport>

    <noSecuritiesOwned>0</noSecuritiesOwned>

    <issuer>
        <issuerCik>0001595974</issuerCik>
        <issuerName>RUBICON PROJECT, INC.</issuerName>
        <issuerTradingSymbol>RUBI</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001201674</rptOwnerCik>
            <rptOwnerName>COPPLE BRIAN W</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>C/O THE RUBICON PROJECT, INC.</rptOwnerStreet1>
            <rptOwnerStreet2>12181 BLUFF CREEK DRIVE, 4TH FLOOR</rptOwnerStreet2>
            <rptOwnerCity>LOS ANGELES</rptOwnerCity>
            <rptOwnerState>CA</rptOwnerState>
            <rptOwnerZipCode>90094</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>GC &amp; Corp. Sec.</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeHolding>
            <securityTitle>
                <value>Class A Common Stock</value>
                <footnoteId id="F1"/>
            </securityTitle>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>50000</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeHolding>
    </nonDerivativeTable>

    <derivativeTable>
        <derivativeHolding>
            <securityTitle>
                <value>Stock Option (Right to Buy)</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>9.80</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <footnoteId id="F2"/>
            </exerciseDate>
            <expirationDate>
                <value>2023-07-23</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Class A Common Stock</value>
                    <footnoteId id="F1"/>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>175000</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">Pursuant to the Sixth Amended and Restated Certificate of Incorporation (the &quot;A&amp;R Charter&quot;) of The Rubicon Project, Inc. (the &quot;Issuer&quot;) to be filed immediately prior to the completion of the Issuer's initial public offering, effective upon the filing of the A&amp;R Charter each share of Class A Common Stock will be automatically reclassified and converted into one share of a single class of Common Stock.</footnote>
        <footnote id="F2">25% of the stock options vests on July 15, 2014 and the remaining option shares will become exercisable in 36 equal installments each calendar month thereafter.</footnote>
    </footnotes>

    <remarks>Exhibit 24.1 - Power of Attorney.</remarks>

    <ownerSignature>
        <signatureName>/s/ Jonathan Feldman, attorney-in-fact</signatureName>
        <signatureDate>2014-04-01</signatureDate>
    </ownerSignature>
</ownershipDocument>
