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.

A famous venture capital (VC) firm Benchmark Capital has created a separate European business, newly renamed as Balderton Capital. Based in Balderton Street, London, after being break off from its U.S. counterpart, have approximately USD1.5 billion under their management, according to Benchmark Capital’s press release. This move will only propel their business growth in Europe as competition between VC firms are largely driven by the expertise in local business domain, and hence also increase the value of tendered services and competitive offerings. Moreover, it also shows how the venture model continues to tend toward local manager control, as reported by VentureBeat.

Currently, Balderton Capital did not have its own Web site.