Open X Acquires LiftDNA To Streamline Ad Serving
OpenX Technologies, which supports ad exchange and ad serving, said Monday it has acquired supply-side platform LiftDNA.
LiftDNA will continue to support clients working with competitors like Google DoubleClick, according to Jason Fairchild, OpenX chief revenue officer. OpenX may also be working with AdTech, as well. "It underscores our open approach to the market, even if it means working with competitors," he said.
LiftDNA's yield optimization technology works with a publisher's ad server. By managing all nonguaranteed demand channels, such as demand-side platforms, ad networks, traditional supply-side platforms and exchanges from within the ad server, the company says it can process pricing information for publishers. Its goal is to reduce discrepancies and system latency.
OpenX and LiftDNA have been working together for years. The company claims that since September 2009, LiftDNA customers have achieved revenue increases of 50% to 150%. The combination of OpenX Market and LiftDNA creates a pool of real-time bidding inventory totaling more than 100 billion ad impressions per month.
Earlier this month, OpenX CEO Tim Cadogan said the company reached profitability in Q4 2011. The company exceeded an annualized revenue run rate of more than $100 million and expects to continue profitability during 2012. He said the company’s advertising technology services, including OpenX Enterprise, achieved a Q4 year-over-year growth rate of 100% compared with the same period in 2011.
OpenX supports Groupon, cci, TheStreet.com, Turn, Invite Media, MediaMath, and [x+1], along with major publishers and advertisers.
Vadim Telyatnikov, founder and CEO LiftDNA, will remain with the company, along with nearly 30 employees. Headquartered in Pasadena, Calif., OpenX also has offices in New York, Philadelphia, London and Japan.
Recent Online Media Daily Articles
-
Coca-Cola Loses Bid To Dismiss Text-Spam Case May 24, 5:41 p.m.
Consumers can proceed with a lawsuit against Coca-Cola for allegedly sending them unwanted SMS messages, a ... -
Disaster Ready: Google Maps Model Quickly Adjusts To Events May 24, 5:29 p.m.
The four-lane bridge in Washington state that partially collapsed Thursday into the Skagit River was removed ... -
Pandora Beats Rev Estimates, Adds Subscribers May 24, 5:01 p.m.
Online radio service Pandora on Thursday reported that revenue rose 55% in the first quarter to $126 ... -
Real-Time Web Turns Consumers Into Impulse Buyers May 24, 4:37 p.m.
Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy ... -
Mugnier Shares M&C Saatchi's Mobile Approach May 24, 4:32 p.m.
M&C Saatchi Mobile was formed three years ago through the acquisition of mobile marketing agency Inside ... -
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ...
Be the first to comment on "Open X Acquires LiftDNA To Streamline Ad Serving"
Leave a Comment