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Advertising - Monday, July 2, 2007

Adjug Takes $2M As Adbrite Competitor

We got in touch with Adjug several months ago when we saw that its founders were putting together a European based alternative to Adbrite. Adjug was founded by Satish Jayakumar (part of Espottings' Founding Management )and Michael Stephanblome (GM of urbia.co.uk).

They have now launched and have announced that they have raised $2M from Balderton (fka Benchmark Europe) as well as from the founder of eSpottings.

Adjug most closely resembles Adbrite due to its:
1) Transparency. Buyers and sellers know what each other is paying.
2) Flexibility. 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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