YieldMo Raises $10 Million More for Mobile Ads

Mobile ad startup YieldMo, which says it can make ads that both marketers and phone users like, has raised another $10 million in a round led by Time Warner’s venture arm. Investors who bet on the company in an $8 million round last year, including Google and Union Square Ventures, are back as well.

YieldMo runs a private ad exchange for mobile publishers and lets them run ads on both mobile sites and apps. So do many other mobile ad startups, but CEO Michael Yavonditte says his special sauce is his ability to create new ad formats and optimize existing ones.

He’s particularly proud of YieldMo’s Ad Format Lab, an in-house group dedicated to making and testing new kinds of mobile ads. It’s led by David Goligorsky, an engineer and designer whose resume includes four years at Ideo, the well-known design shop.

Yavonditte is best known for creating and selling ad startup Quigo; after that, he started Tracked.com, which pivoted into Hashable, an attempt to blend LinkedIn and Facebook.

This article originally appeared on Recode.net.

Will you support Vox’s explanatory journalism?

Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple reasons that we can't rely only on ads and subscriptions to keep the lights on.

First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.

Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. We can’t do that if we have a paywall.

That’s why we also turn to you, our readers, to help us keep Vox free. If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today?

One-Time Monthly Annual

$5/month

$10/month

$25/month

$50/month

Other

$

Yes, I'll give $5/month

Yes, I'll give $5/month

We accept credit card, Apple Pay, and Google Pay. You can also contribute via