Yieldex's annual revenue growth has averaged 40% over the past several years, Nibley told AdExchanger in December. "It’s a software-as-a-service business, so we have 65-70% in gross margins, which is nice," Nibley said. "We’ve broken into profitability [in 2013], a year and a half ahead of schedule.”
The transaction comes in the wake of AppNexus's acquisition of an ad server, Open AdStream, from its prior owner WPP Group. As part of that purchase, which valued OAS at about $155 million, WPP took an approximately 15% stake in AppNexus. AppNexus is valued at approximately $1.2 billion today. O'Kelley is believed to hold about 17% of the company, according to sources.
O'Kelley said the Yieldex product suite plugs nicely into both OAS and its homegrown buy-side programmatic guaranteed product, Twixt.