The Rubicon Project, a Los Angeles Internet advertising company, said Tuesday that it has received a $9 million investment, led by a venture fund run by General Electric Co.’s NBC Universal unit.

GE/NBCU’s Peacock Equity fund led the Series C funding round with $6 million, with an additional $3 million coming from existing investors Clearstone Venture Partners and Mayfield Fund, the company said.

NBC Universal is a customer of Rubicon, which has a proprietary Smart Matching technology that purports to use billions of pieces of proprietary market data to better match each publisher ad to online viewers most likely to buy from the advertiser.

“Through NBCU’s experience as a customer of the Rubicon Project, we have been impressed with the outstanding service and results the company has delivered, and our discussions with other large publishers confirmed that the Rubicon Project is clearly helping its clients make more money,” said Tom Byrne, Peacock Equity’ managing director, in a statement.

The Rubicon Project has received investments totaling $42 million, the company said.