UK - Balderton backs online advertising marketplace AdJug.com

Balderton Capital has provided AdJug.com, an online advertising marketplace, with a multi-million dollar investment. Balderton was formerly known as Benchmark Capital. The deal represents Balderton's second online start-up investment in a week - it provided Wonga, an online service for personal debt management, with $6m of early-stage funding last Wednesday. AdJug provides its services to brands looking to access the huge online advertising inventory and to the growing number of publishers of online advertising. The service aims to bring better efficiency to the way online advertising is bought and sold by introducing greater levels of transparency to advertisers and publishers. The Company will initially focus on the UK market but plans expansion into Europe.