YieldMetrics is trying to bring new granularity to an established category: online advertising competitive intelligence. The company’s crawler‑based technology works by loading a publisher page and tracking everything that happens with the ads there, surfacing data such as percentage of ads direct-sold versus programmatically traded, ad networks used, exchanges/SSPs used, and so on. Target customers include all ecosystem players, including advertisers, agencies, publishers, and ad networks.
Co-founder Gabe Gottlieb plans to use a new $1.7 million seed round to further develop and market the company’s AdRoutes product.
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