All About Programmatic



OpenX是一家数字广告技术供应商,拥有开源版和企业级的Ad-server, Private Ad Exchange等产品,在广告技术领域拥有着世界领先地位。2012年3月份公司宣布正在收购创业公司LiftDNA。后者提供了一个供应平台( supply side platform),可以帮助出版商优化、自动化他们的广告库存销售。公司CEO Tim Cadogan称,结合OpenX的广告服务器和广告交换技术,公司将能够提供第一个“完整的收入架” ,允许出版商可以在同一个地方管理所有的广告收入。


OpenX将把LiftDNA作为一个独立产品出售。Cadogan称通过集成该产品和OpenX的广告交换技术 ,公司将能开放更多的库存给实时买家;通过集成LiftDNA和OpenX的广告服务器,该服务将能更快地做出优化决策。

OpenX去年第四季度时曾报告,公司已实现年均收入运行率1亿美元并开始盈利。该公司的投资方包括Accel Partners、DAG Ventures、Index Ventures、AOL Ventures、SAP Ventures、Mitsui & Co 和 Presidio Ventures。

LiftDNA则在去年2月的时候曾获得了100万美元投资,投资方为Ben Franklin Technology Partners。此次收购的具体数额还没有被披露。


Ad tech company OpenX just announced that it’s acquiring startupLiftDNA.

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 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.


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