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LiftDNA

LiftDNA

LiftDNA is a display advertising Yield Optimization / Supply Side Platform (SSP) that was acquired by OpenX on February 26, 2012.

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Will Suter
Will Suter approved a suggestion from Golden's AI on 22 Jul 2019 10:37 pm
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LiftDNA was founded by Vadim TelyatnikovVadim 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.

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Will Suter
Will Suter approved a suggestion from Golden's AI on 18 Jul 2019 1:27 pm
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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 PubmaticPubmatic) 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).

Will Suter
Will Suter approved a suggestion from Golden's AI on 18 Jul 2019 1:24 pm
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LiftDNA was a SSP to build a RTB enabled yield optimization company that was directly integrated into GoogleGoogle'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).

Edits on 17 Jul 2019
Carla Faraguna
Carla Faraguna edited on 17 Jul 2019 9:27 pm
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LiftDNA

Company

LiftDNA is a display advertising Yield Optimization / Supply Side Platform (SSP) that was acquired by OpenX on February 26, 2012.

Article

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).

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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%.

History

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.

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Golden AI approved a suggestion from Golden's AI on 25 Jun 2019 4:16 am
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LiftDNA

LiftDNA is a display advertising Yield Optimization / Supply Side Platform (SSP) that was acquired by OpenX on February 26, 2012.

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Andrew Ryan Gilligan

Employee



Kingchih Fan

Founder



Pat McCarthy

Advisor



Scott Becker

Investor



Vadim Telyatnikov

Founder



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Golden AI edited on 18 Mar 2019 5:41 pm
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 LiftDNA

LiftDNA is a display advertising Yield Optimization / Supply Side Platform (SSP) that was acquired by OpenX on February 26, 2012.

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