US-based online advertising optimisation company Yieldex secured $10m of investment today in a series C round led by Hearst Interactive Media, the corporate venturing division of US-based media conglomerate the Hearst Corporation, and venture capital (VC) firm Triangle Peak Ventures. The investors in the round also included online retailer Amazon.com, VC firms Sequel Venture Partners and Madrona Venture Group, and venture partnership FFP Holdings. Amazon, Sequel and Madrona, together with VC firm First Round Capital, all invested in Yieldex’s series B round, which raised $8.5m in February 2009. Prior to the latest round, Yieldex had raised $12m of capital. Ken Bronfin, president of Hearst Interactive Media, said: "Yieldex solves a major problem for premium digital publishers. In a world with dramatically increasing data volumes, complex targeting and extensive ad flight customisations, digital publishers need the sophisticated tools that Yieldex offers to maintain a thorough understanding of their advertising inventory. This deeper understanding is likely to lead to increased revenue and profitability for publishers’ businesses."

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