Madrona, Amazon invest in online ad targeting startup Yieldex |
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Madrona, Amazon invest in online ad targeting startup Yieldex
Madrona Venture Group and Amazon.com are investing in a startup called Yieldex that helps web publishers better target their advertising inventory. Madrona led the $8.5 million financing round, with Amazon and previous investors Sequel Venture Partners and First Round Capital also taking part. Yieldex recently won Amazon's web services startup challenge. Following the new funding, the company will move from Boulder, Colo. to New York City to put them "at the center of the digital media ecosystem."
Geographically, the Yieldex deal is a bit of a departure for Seattle-based Madrona, which does a lot of its investing in the Pacific Northwest. Yieldex beat out six other startups in the November Amazon Web Services startup challenge, in which companies compete to show which is best leveraging Amazon's cloud-computing services to grow their business.
Yieldex has a product called DynamicIQ that "powers hyper-targeted inventory availability forecasts, campaign scenario planning, and advanced business intelligence through one comprehensive user interface, giving executives the transparency and insight needed to maximize inventory yield and revenue," according to a press release.
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