• by Gavin O'Malley  @mp_gavin, September 16, 2013

Eying a slice of the U.S.’s programmatic ad boom, European display ad startup YD just raised over $6 million dollars in Series A financing.

The company now plans to take its programmatic ad services into new markets, including the United States, according to YD CEO Mendel Senf.

“We believe that the US advertiser is more ready than ever for direct, transparent programmatic advertising technology,” Senf told Online Media Daily. “This trend will be driven by the independent attribution capabilities and tag management technology of companies such as Tagman and others.”

As for the timing of his U.S. invasion, Senf added: “We plan for YD's technology to be integrated with more airlines and telcos direct in the US from around mid-2014.”

Partech Ventures Berlin led the round, along with Active Venture Partners.

Founded in 2008 as an operator of third-party ad services, YD more recently rolled out its own programmatic advertising platform, Impulse. In Europe, Senf says more than 100 ecommerce brands use Impulse, including Citibank, Liberty Seguros, and Teufel Audio.

Clearly catching the attention of international technology providers, programmatic is blowing up stateside. On average, ad executives plan to spend 40% of their digital advertising budgets through programmatic audience-buying platforms over the next six months, according to new findings from Advertiser Perceptions Inc.

At the moment, roughly 23% of online display advertising is bought programmatically, according to Interpublic’s Magna global unit.

According to Senf, YD also works directly with airlines such as Air France-KLM, Transavia, LAN Airlines, Air Berlin, Air Transat and Icelandair, as well as telecommunications companies including T-Mobile, Telekom Deutschland.