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July 02, 2007
London's Adjug Raises $2M
When we met with Balderton's Klaus Hommels in Silicon Valley recently he talked about Wonderloop but also have Adjug and he put us in touch with Adjug's founders so we had a strong sense that something was underway.
Adjug's founders were putting together a European based alternative to Adbrite. They are Satish Jayakumar (part of Espotting's Founding Management )and Michael Stephanblome (GM of urbia.co.uk and Managing Director of Gumtree).
They have now launched and have announced that they have raised $2M from Balderton as well as from the founder of eSpottings Seb Bishop.
Adjug most closely resembles Adbrite due to its:
1) Transparency. Buyers and sellers know what each other is paying.
2) Flexability. Multiple channel and ad unit buying. Ability for publishers to pass on ad buys and set their own terms.
3) Long tail. For ad buyers, they can research long tail publishes and potentially do small buys on niche sites that they might not have otherwise easily discovered.
Adjug's inventory is currently very limited
We think that Adjug will have a nice run. Adbrite has proven that advertisers and publishers like marketplace concept, but Adbrite is really a US business, particularly for ad buying. Adjug and Balderton should be able to blow out in Europe before Adbrite can expand.
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Posted on July 2, 2007 09:33 PM | Posted to Advertising | Permalink
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