OpenX CEO Tim Cadogan announced that Supply-Side Platform (SSP) LiftDNA will become part of OpenX:
As the only yield optimization technology to work completely within an ad server, LiftDNA by OpenX increases revenue for publishers by using a breakthrough approach, delivering an average revenue increase of 50%-150% to publishers. "Building yield optimization directly into the ad server breaks the mold of remote, third party services, dramatically increases revenue and aligns perfectly with OpenX's vision of providing publishers with a comprehensive revenue serving platform. We're delighted to be able to bring this superior monetization solution to publishers around the world, starting today!" said Mr. Cadogan.