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OpenX Acquires Breakthrough Supply-Side Platform LiftDNA

OpenX now offers the first "full revenue stack"

At the IAB Annual Leadership Meeting in Miami this week, OpenX CEO Tim Cadogan announced that Supply-Side Platform (SSP) LiftDNA will become part of OpenX.

With LiftDNA, OpenX becomes the world's first fully integrated ad revenue platform with a unique combination of an ad server, ad exchange, and yield optimization platform.

As the only yield optimization technology to work completely within a publisher?s ad server, LiftDNA by OpenX? increases revenue for publishers by using a breakthrough approach, delivering an average revenue increase of 50%-150% to publishers.

?Building yield optimization directly into the ad server breaks the mold of remote, third party services, dramatically increases revenue and aligns perfectly with OpenX?s vision of providing publishers with a comprehensive revenue serving platform. We?re delighted to be able to bring this superior monetization solution to publishers around the world, starting today!? said Mr. Cadogan.

Press release

Its interesting if you are into that sort of thing......