Startup Beeswax, founded by three former Google ad executives, has raised $11 million in Series A funding, TechCrunch reported. "The company offers what it calls a bidder-as-a-service--a set of
customizable technologies that allows customers to participate in real-time bidding for ad inventory. Beeswax’s offerings include access to inventory, bidding algorithms and analytics, but CEO
Ari Paparo (previously a senior vice product of product management at AppNexus and a product director for advertiser products at Google) said what really sets the company apart is giving
businesses the ability to use Beeswax’s API to customize and extend the product. In Paparo’s view, while digital advertising has become more complex, the products available to
advertisers 'feel more like media options than technology options' and are sold as a 'black box.'"
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