"We want to keep scaling the business up," said Yieldbot CEO
Jonathan Mendez, telling Ad Age he plans to hire more support and
sales people with the funds, "and maybe do a little marketing
Founded in 2010, Yieldbot allows advertisers to buy display ads
in the same way they would search. "We built the technology to
mirror search," said Mr. Mendez. "The way search ads are bought and
the way search marketing performs."
The company literally ports search campaigns into its platform,
using the keywords which advertisers buy search ads against to
serve display ads to consumers it believes express similar
Campaigns can also be built within the Yieldbot platform.
To determine the intent of web surfers, Yieldbot tracks their
click streams, building a profile based on the pages they visit and
which channel they enter websites through.
Giving an example, Mr. Mendez said Yieldbot can help advertisers
selling bamboo patios with brown stain find the right consumers, by
monitoring those who go to one page about bamboo patios and another
about brown stain and then putting the data together.
"They're clicking on links, they're clicking on words and that
has a lot of meaning," said Mr. Mendez.
The approach, he said, helps bring more value to digital
publishers, as it helps them turn their own data into dollars.
"I've always believed that publishers are sitting on a goldmine of
first party data," he said. "We wanted to create a technology that
would mine all that gold."
Publishers the company works with include Meredith, BlogHer and
Yieldbot raised $10.5M in previous rounds. The 37-person company
has offices in New York, Portland and the Boston Area. Mr. Mendez
said he hopes to take the company up to 60 people by the end of the
year and 100 by the end of 2015.