Corporate backed digital advertising technology company OpenX acquired LiftDNA, the US-based developer of a supply side advertising platform, on Monday for an undisclosed amount.

LiftDNA chief executive Vadim Telyatnikov revealed in an interview with digital media news site AdExchange that the company had received seed funding from state-funded investment entity Ben Franklin Technology Partners and unnamed angel investors, but didn’t reveal a precise figure.

LiftDNA uses a yield optimisation technology to process all available pricing for ad publishers, maximising competition and revenue on their servers. The two firms had worked with each other since 2010 on a product level and LiftDNA will now be available both as a standalone product and as part of an integrated OpenX Enterprise package.

Tim Cadogan, chief executive officer of OpenX, said: "We’re so excited about this acquisition because of the unique and innovative approach LiftDNA has taken to yield optimisation. Building yield optimisation directly…

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