GE/NBCU's Peacock Equity Fund led the funding round with a $6m investment.
Existing investors Clearstone Venture Partners and Mayfield Fund also provided additional funding.
Rubicon said the additional capital will fuel ongoing business growth initiatives, including additional strategic acquisitions and international expansion.
Frank Addante, chief executive and founder of the Rubicon Project, said: "We've spent the last two years tackling the fragmented ad network landscape and creating the industry's largest and most successful ad network optimization solution.
"Our balance sheet is strong, revenue continues to grow at an exponential rate and we have become a major channel to bring new innovative products and services to the industry.
"With this capital, we'll accelerate expansion of the platform through additional technology acquisitions, new market initiatives and global expansion."
Founded in Los Angeles in 2007, Rubicon said it has experienced 400% year-on-year revenue growth to date.
Last week the firm , the audience optimisation company. This followed the opening of its London and Sydney offices last month.
Tom Byrne, managing director of Peacock Equity, said: "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 and save time.
"Peacock's decision to invest in the Rubicon Project is a testament to the quality of its technology and the value proposition it delivers to its clients."
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