techcrunch_com_2012_02_27_openx_acquires_supply_side_platfor
TRANSCRIPT
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
HARDWARE BATTLEFIELD Application Deadline Has Been Extended To 11/23 at 9PM PT Apply Now
Ad tech company OpenX just announced that it’s acquiring startup LiftDNA.
The startup offers a supply side platform, which publishers use to automate
and optimize the sale of their ad inventory. Combined with OpenX’s ad
server and ad exchange technology, CEO Tim Cadogan tells me that the company will be able to
offer the first “full revenue stack,” allowing publishers to manage all of their ad revenue in one
0SHARES
Posted Feb 27, 2012 by Anthony Ha (@anthonyha)
OpenX Acquires Supply Side Platform LiftDNAStartups
Next Story
News Video Events CrunchBase Search
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
0SHARES Share Tweet Share
place.
“That is very important because today the industry is fragmented and publishers have to piece
together solutions themselves which is difficult and results in reduced revenue,” Cadogan says.
“Providing a unified solution addresses these problems head on and makes publishers more
money. We are the first to be able to deliver this unified platform to publishers.”
OpenX will be offering LiftDNA as a standalone product — called, predictably, LiftDNA by OpenX.
Still, Cadogan says that by integrating the new offering with OpenX’s ad exchange, the company
will open more inventory for real-time buyers, and that by integrating LiftDNA with OpenX’s ad
server, it can make optimization decisions more quickly.
The financial terms of the deal are not being disclosed. LiftDNA raised a $1 million angel round in
February 2011 led by Ben Franklin Technology Partners.
OpenX recently announced that in the fourth quarter of last year, it achieved an annualized
revenue run rate of $100 million and that it’s profitable. The company’s investors include Accel
Partners, DAG Ventures, Index Ventures, AOL Ventures (AOL is, of course, the owner of
TechCrunch), SAP Ventures, Mitsui & Co., and Presidio Ventures.
0 0 0 0 0 0 0
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Recommended For You by Gravity
In Defense Of Theranos Mark Zuckerberg Will Take TwoMonths Off From Facebook For...
Tinder Owner Match GroupDebuts On Nasdaq At...
Hardware Battlefield ApplicationsNow Close On...
How Pure Storage Took ADifferent Approach to Storage
Square Debuts On The New YorkStock Exchange
A D VERT I SEM ENT
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
–
CrunchBase
OpenX
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
FOUNDED2008
OVERVIEWOpenX exists to help publishers grow their businesses bymonetizing great content. We do this by creating highlyefficient, high quality programmatic advertisingmarketplaces that deliver optimal value to all buyers andsellers of digital advertising. Today, OpenX operates oneof the largest, most efficient and highest qualityprogrammatic markets in the world. Our single stacksystem also encompasses …
LOCATIONPasadena, California
CATEGORIESAdvertising Exchanges, Enterprise Software
WEBSITEhttp://www.openx.com
Full profile for OpenX
NEWSLETTERS
TechCrunch Daily
Our top headlines
Delivered daily
TC Week-in-Review
Top stories of the week
Delivered weekly
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
CrunchBase Daily
The latest startupfunding announcements
Delivered daily
View More
Enter Address
Latest Crunch Report
SUBSCRIBE
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Watch More Episodes
Samsung Gear VR Now On Sale for $99 | Crunch Report
1 Comment Sort by
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Node.js DeveloperFlorence Healthcare
Web Developer - MagentoHarperCollins Christian Publishing
Director, Enterprise ApplicationsPennsylvania College of Health Sciences
UP NEXT
Nokia Announces The 808 PureView And Its 41MP Camera, We Go Hands-OnPosted Feb 27, 2012
CrunchBoardJob Listings
Beaumont Hannant · POT FARMAND THE BILL OF RIGHTS ? they had to respect peoples privacy !Like · Reply · Feb 27, 2012 3:18am
Facebook Comments Plugin
Add a comment...
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
Senior Java Engineer u2013 Search MarketingAsk
Platform EngineerSprout Social
News
About
Staff
International
China
More from CrunchBoard
A D VERT I SEM ENT
pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API
TCTV
Events
CrunchBase
Contact Us
Advertise With Us
Send Us A Tip
Europe
Japan
Follow TechCrunch
TechCrunch Apps
Subscribe to TechCrunch Daily
Latest headlines delivered to you daily
© 2013-2015 AOL Inc. All rights reserved. Aol Tech Privacy Policy About Our Ads Anti Harassment Policy Terms of Service Powered by
WordPress.com VIP Fonts by
Enter Email Address SUBSCRIBE