Yieldex Launches YieldexDirect, Uniting Direct Ad Sales With Programmatic Buying
NEW YORK, April 22, 2014 (ADOTAS) – Yieldex, the leading provider of unparalleled analytics and cutting-edge trading tools for advertisers and publishers, has released YieldexDirect enabling advertisers to access inventory from multiple premium publishers in one place.
More than a third of the comScore top 100 publishers already use Yieldex Analytics to forecast, manage and price their inventory. With YieldexDirect, advertisers can efficiently make guaranteed buys from multiple premium publishers without adhering to strict minimum spending thresholds. Publishers can take advantage of YieldexDirect by identifying which audience segments specific buyers are seeking, allocating impressions, and directly fulfilling orders.
“While the industry has been talking about programmatic direct, Yieldex has quietly built a platform that has executed thousands of buys from hundreds of advertisers,” said Yieldex Chief Strategy Officer Tom Shields. “Our years of expertise with direct sellers from top publishers have gone into creating this platform that dramatically increases the efficiency of direct transactions between large buyers and sellers.”
Advertisers can access YieldexDirect by working directly with Yieldex or through integrations the company has put in place with trading desks and demand-side platforms such as MediaMath. In addition, major agencies and holding companies are testing YieldexDirect to execute on long-standing relationships with top 100 publishers. YieldexDirect is the first programmatic platform to adhere to the common API standards agreed to by Yahoo, AOL and Microsoft.
Comcast Spotlight is among the first buyers that are using the new YieldexDirect platform. “YieldexDirect provides a conduit for direct affiliate partnerships enabling insight into inventory capacity, streamlining of order workflow and reduces order underdelivery, filling an existing gap for direct audience extension buys,” said Tom Good, Director of Digital Ad Operations at Comcast Spotlight.
Yieldex has hired seasoned digital advertising sales veteran, Tom Quinn as General Manager of YieldexDirect for Advertisers. Quinn has deep buy-side experience, most recently serving as Chief Revenue Officer of Merkle’s Digital Services. He spent six years helping to build Avenue A/Razorfish’s digital practice, during which time the company was selected by Advertising Age as Digital Agency of the Year. Quinn also has held leadership positions at a couple of startups, and cut his teeth on data and targeting back in the early days of online marketing. “We’re excited to have Tom on board to drive our advertiser and agency relationships,” said Shields. “We’re poised to rapidly grow the programmatic side of the business and Tom will be instrumental to our expansion.”
Yieldex sits at the center of the digital advertising universe, bringing publishers and advertisers together with unparalleled analytics and cutting-edge trading tools. The world’s leading publishers rely on Yieldex Analytics for forward-looking insights that help them save time, close more deals and increase revenue. Both advertisers and publishers use Yieldex’s programmatic marketplace, YieldexDirect, to buy and sell targeted, guaranteed inventory in one convenient location. Leading media companies such as The New York Times, Scripps, CBS, Comcast, Viacom, ESPN, Fox, The Wall Street Journal, Pandora, The Weather Channel, and dozens of others use Yieldex to get more value from their digital advertising strategies. For more information, visit www.yieldex.com.
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