Yieldex Seeing Traction In Premium Yield Optimization Says CEO Shields

Tom Shields is CEO of publisher yield optimization company, Yieldex.

AdExchanger.com: What have been some big surprises to you regarding the industry as a whole in the past 12 months? - And for Yieldex in particular?

TS: The biggest surprise to me is twofold: 1) that so many DSPs sprang to prominence and got the attention that they did, followed by 2) the gnashing of teeth when Invite Media sold to Google for what people thought was too little money.   For years now, there have been so many networks and so many means of reaching remnant inventory – while inventory that generates real revenue for publishers and more value for marketers has been ignored.  As the emergence of a yield management function at major publishers begins to take hold, then we’ll see meaningful value being added to our ecosystem.

For Yieldex in particular, I would say that I’m surprised at how many ad operations leaders have taken on the additional responsibility of looking at premium yield in addition to their day jobs.  Our business has grown well despite the lack of a yield management function at most publishers.

What are you seeing in regards to traction for Yieldex products and services?  Who's using Yieldex?

Just in the past few months, we’ve been crossing the chasm from a few early adopters to the majority of premium publishers seeing the need for premium yield optimization.  Major publishers are calling us...