The Rubicon Project, a new startup promising to bring automation and efficiency to internet advertising, has raised an initial $6 million—$4 million as an investment from Clearstone Venture Partners and $2 million as venture debt from Square1Bank. The LA-based company, slated to launch in beta next week, aims to simplify the process of selling ad inventory, which it sees as inefficient due to the proliferation of disparate ad networks. It claims its “smart matching technology” will automatically find the optimal ad for the given situation. Release.