• by Laurie Sullivan  @lauriesullivan, February 27, 2012

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.