Widgetbucks, a widget-based ad network, has raised a $10 million second round from DFJ and past backer Ignition Partners. The company has previously raised about $10 million. It came from Mpire, a comparison shopping site; as such, the Widgetbucks service is geared towards transactional, e-commerce advertisers. The Seattle-based company is helmed by Matt Hullet, who joined Mpire in 2006 from Expedia. The company claims 20,000 publishers use the service and that its ads were seen by 100 million unique users in May. Release.

Seattle PI: “The new money will be used to add staff and target new sectors beyond the e-commerce niche, namely the online travel and financial services sectors. It also has begun tinkering with running display advertisements across the network.