Today, publisher ad server and ad exchange OpenX announced the acquisition of publisher ad tech and services company LiftDNA. According to the release, "With the acquisition of LiftDNA, OpenX brings publishers a better way to optimize their ad revenue by unifying LiftDNA’s next generation SSP with OpenX's premium ad server and its ad exchange into one seamless platform. Since LiftDNA's solution is already integrated with OpenX's platform, LiftDNA by OpenX is available immediately." Read release.
OpenX CEO Tim Cadogan and LiftDNA CEO Vadim Telyatnikov discussed the transaction with AdExchanger.
AdExchanger: Looking at the service needs of the publisher and the ad server, are there aspects to this acquisition that speak to the importance of a service component in your business?
Tim Cadogan: Yes. One of the things that actually sparked a lot of the interaction between the two companies was the degree to which the LiftDNA team was working with the OpenX team to help solve customer's problems and drive their revenue. What the team has built is almost like an embedded ad ops or a revenue management function for their clients. So they're spending a lot of time with clients helping them think through and execute on how to make more money and how to tweak the way they're using the ad server. They put themselves in a unique situation because they're operating within the publisher's ad server and not a remote third party service.
And so very quickly the LiftDNA team has become a trusted confidant of the publishers who are using them. For us, importantly, it was a direction we wanted to go in. We're here to help the publishers make more money and that is a combination of giving them good technology, liquid marketplaces with a lot of options, whether they be traditional network demands or real-time demands, and service and assistance.
For us, that was one of the three or four most important things. It was these guys had built already a pretty strong competence in this area and that was something we felt we could benefit from. Vadim, it's close to your heart so you probably have a perspective on that, too.
Vadim Telyatnikov: When we speak to the publishers one of the things we talk about with them is how to view us. In a lot of cases, it's as an extension of their ad ops team. They'll call us with all sorts of questions. It might be around, "How can I traffic this campaign?" to "Why isn't my campaign delivering?" to "Which vendor should I choose?"
Due to how many companies are in the space, it's hard for publishers to know. Everybody pitches similar things, and it's hard for publishers to digest that and know which companies can add-in value and which ones can't. We can help them figure that out.