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OpenX Buy Offers Revenue-maximizing Ad Management Platform

Posted on 2.26.2012

OpenX, a provider of digital advertising technology, just purchased Supply-Side Platform (SSP) LiftDNA to provide publishers with a more enhanced solution to optimize ad revenues.

By unifying LiftDNA with OpenX's premium ad server technology and ad exchange, the new platform will be able to increase revenue for publishers by managing all non-guaranteed demand channels (including Demand-Side Platforms, ad networks and traditional SSPs) completely within said publisher's ad server. This will allow the LiftDNA technology to process all available pricing data, thus maximizing competition and revenue while reducing discrepancies and system latency (which also helps increase revenue, in the end).

Since launching in 2009, LiftDNA customers have been able to improve revenue generation by an average of 50 to 100 percent.

The pairing also produces some additional benefits for buyers of ad inventory, combining LiftDNA technology with the OpenX Market to establish a large pool of Real-Time Bidding inventory that racks up over 100 billion impressions a month.

LiftDNA for OpenX will work within any ad server, so publishers can immediately begin turning their current servers into profit centers without necessarily switching to the OpenX platform.

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