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Ad Optimizer Yieldex Names WPP’s Nibley As CEO

Like a lot of companies the offer publishers a bit of balance against advertisers and agencies in the online ad exchange space, supply-side company Yieldex is making some changes at the top to prepare itself for a more active year. Andrew Nibley, who has spent the past eight years as CEO and Chairman of WPP Group’s digital marketing agency Marsteller, is joining Yieldex as its new CEO. In turn, the Amazon-backed company’s co-founder and current CEO Tom Shields will shift over to the new post of chief strategy officer.

Nibley comes to Yieldex with a background that includes CEO stints at several other digital media companies, including ones owned by media giants Vivendi (EPA: VIV), Bertelsmann and Reuters (NYSE: TRI), including co-founding Reuters New Media.

In a conversation with paidContent, Nibley didn’t offer specifics, but said he starts the new job just as New York-based Yieldex more than quadrupled its revenue and doubled its customer base in 2010. As he looks to put his own stamp on Yieldex, Nibley’s initial focus will be on building up the sales and marketing side of the company as it plans more outreach to major online publishers. “Yieldex has mainly been a tech company and focused on its engineering side,” he said. “Now it’s ready to be more of a sales and marketing organization.”

Asked about other plans, such as whether the company is considering another funding — Amazon (NSDQ: AMZN) participated in its $8.5 million second round funding nearly two years ago — Nibley said its a bit too soon to think about that. “Our cash position is good right now, so there’s no imminent need,” Nibley said. “Obviously, if there were interested investors who wanted to approach us, we’d certainly listen. But there’s no active plans for a funding right now.”

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