But interest in tools that streamline the often unwieldy direct sales process has heated up. It’s one of the reasons Yieldex, a company best known for producing forecasting and analytics tools for premium inventory, introduced a new line of business Tuesday: a programmatic direct platform called YieldexDirect.
The company will continue its traditional yield-management business – in fact it’s this very business that company co-founder and Chief Strategy Officer Tom Shields reckons will differentiate its programmatic direct platform. After all, Yieldex’s announcement effectively adds it to a competitive landscape that includes programmatic direct players like iSocket, Shiny Ads and Adslot.
“We have a technological advantage (compared to other players in the programmatic direct space) with our foundational analytics and forecasting capabilities,” Shields said. “We also have built very key relationships with 30 of the top 100 publishers.” (more…)