Madrona Venture Group and Amazon.com are among the backers in a $10 million round for Yieldex, a New York-based company that helps online publishers increase revenue by providing inventory analysis, forecasting and pricing. New investors in the round include Triangle Peak Partners and Hearst Interactive Media, the digital arm of the New York publishing giant.
Total funding now stands at $22 million, including a previous round from Madrona and Amazon.
“In a world with dramatically increasing data volumes, complex targeting and extensive ad flight customizations, digital publishers need the sophisticated tools that Yieldex offers to maintain a thorough understanding of their advertising inventory,” said said Ken Bronfin, President, Hearst Interactive Media. “This deeper understanding is likely to lead to increased revenue and profitability for publishers’ businesses.”
Here’s a closer look at how Yieldex — which won the Amazon Web Services Startup Challenge in 2008 — works.