LiftDNA was a SSP to build a RTB enabled yield optimization company that was directly integrated into Google's Doubleclick and OpenX (company)'s adservers. Its approach differed from existing SSP's (Rubicon Project, Admeld and Pubmatic) by leveraging Google and OpenX's adserver API. Instead of rebuilding an adserver from scratch, LiftDNA was able to leverage a publisher's existing platform and make accurate yield decisions with the added benefit of seeing all data and pricing within a publisher's adserver, rather than the partial view other SSP's had (only traffic redirected to SSP for optimization).
The LiftDNA core technology solution enabled accurate impression and user level pricing for blind tag-based network demand which fed RTB / exchanges to bid accurately in the adserver. "Predictive Pricing" was a breakthrough that enabled publishers to host super auctions within their ad servers, with real-time bidders and traditional ad networks competing simultaneously for impressions the moment an ad call occurs. All of LiftDNA publisher clients came from existing SSP, where they subsequently saw revenue increases ranging from 50-150%.
LiftDNA was founded by Vadim Telyatnikov (former Director of Yield Operations at myYearBook) and Kingchih Fan. LiftDNA grew to 30 employees across three offices with gross revenues exceeding $10 million in 2011 before being approached by OpenX, early 2012. LiftDNA no longer exists as a standalone product / service. It is now integrated into OpenX Market + SSP.
Andrew Ryan Gilligan
Documentaries, videos and podcasts