AppNexus Acquires Yieldex

appnexusAppNexus, a New York-based ad tech company, acquired Yieldex, a provider of publisher forecasting, pricing, and direct-sales analytics tools.

The transaction reportedly amounted to approximately $100m.

Founded in 2007 and led by Andy Nibley, CEO, Yieldex provides Yieldex Analytics, a suite of forecasting and analytics tools that enable publishers to increase revenue and yield, and YieldexDirect, an integrated catalog management and direct-booking capability for direct guaranteed buys. The company, headquartered in NY, maintains a large staff presence near Boulder, Colorado.

According to Brian O’Kelley, AppNexus CEO, the deal will allow the company to create an open marketplace for programmatic direct, which represents a growing share of online advertising.



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