Advertising technology company AppNexus acquired US-based revenue management company Yieldex yesterday in a cash-and-share deal reported by the Wall Street Journal to be worth $100m.
The transaction provided exits to investors including Hearst Interactive Media, the corporate venturing arm of media conglomerate Hearst Corporation, and e-commerce company Amazon.
Founded in 2007, Yieldex has developed a product suite around publisher forecasting, pricing and direct-sales analytics tools.
Yieldex raised $10m in a 2011 series C round co-led by Hearst Interactive Media and venture capital firm Triangle Peak Ventures, and which also featured Amazon, Madrona Venture Group, Sequel Venture Partners and FFP Holdings.
Amazon previously took part in a $8.5m series B round in 2009 alongside Sequel, Madrona and First Round Capital. Yieldex secured $4m in series A capital from Sequel, First Round Capital and Woodside Fund in 2007.
Yieldex’s technology will be integrated into AppNexus’ programmatic platform following the acquisition. The combination of the two platforms will enable AppNexus to provide a comprehensive system for the programmatic sale of online inventory, a sector expected to grow to $20bn by next year.