AdJug, a London startup has raised $2 million in a round A financing from Balderton, aka Benchmark Capital Europe, according to a trusted source. AdJug, launched in beta in this May, was founded by two young entrepreneurs, Satish Jayakumar and Michael Stephanblome. They’re offered the cost-per-click (CPC) for the publishers with a aim to create an advertising network where the advertisers and publishers can connect to each other. Currently, their target market is in Europe and initially the focus market is still in the U.K.

As I looked into their CPC campaign, AdJug is emphasized on the transparency feature whereby the buyers and sellers know each other is paying, such as the number of ad spaces, average CPC, the advertising rate, and etc., as shown in the below picture. As long as both, i.e. buyers and sellers respect each other, don’t cross the line, and no much personalization of information being collected, I think this AdJug will continue to grow their targeting capabilities.

Update: In a press release, AdJug has announced that it has raised a $6.5 million from TOMORROW FOCUS AG, one of Germany’s leading digital sales and content companies, alongside with existing investor Balderton Capital, the leading venture capital firm behind Bebo, Codemasters and Setanta in a second round of funding.