Another player joined the yield optimization space today which currently includes Pubmatic, Rubicon Project and AdMeld.
Yieldex announced that the first client for its "BusinessIQ" inventory management product is Martha Stewart Living Omnimedia.
According to the release:
"The Yieldex BusinessIQ product provides accurate revenue, inventory and availability forecasting; eliminates manual spreadsheets, increases transparency of data across the organization and offers fact-based data for use in decision making."
Yieldex's product appears to be a step toward what we've discussed recently where yield optimization tools providing insight are put in the hands of the publisher - enabling the publisher "ad trader" - as opposed to handing off to the ASP model of yield optimization predecessors.
With few details on the product other than the release or the story on MediaPost, its hard to be completely sure. Nonetheless, this tool appears to be well-suited to the exchange model. Coincidentally - or not - Wenda Millard is the co-CEO of MSLO and also on the board of Contextweb, owners of the Adsdaq exchange.
MediaPost's report indicates that Yieldex plans to sell their product as a "license by volume" and is compatible with services such as DoubleClick's DART. The Company is led by former Net Gravity (sold to DoubleClick in 1999) CTO and Founder, Tom Shields, who also has published a blog post on today's announcement here.
The genesis of the deal is likely Shields' and Millard's shared service at Doubleclick in the late 90s.