US-based Yieldex, a provider of ad forecasting, analytics and trading tools for advertisers, has announced its expansion into Europe.

The company’s new London office will be headed up by Mark Williams, who previously served as AOL networks’ EMEA director of marketplace by adtech, and Nigel Edmund-Jones, a former director of publisher services at Rubicon Project.

Both will be hoping to grow their new employer’s two main products, Yieldex Analytics, an app that provides forward-looking insights for publishers, and Yieldex Direct, a programmatic marketplace.

Large publishers

Yieldex is no stranger to Europe’s ad market, though. Several hefty clients have been working with the ad technology company for a number of years, according to CEO Andy Nibley.

“Our business in Europe has grown steadily for the past few years working with top-tier publishers like The Telegraph, Turner International, Softonic, Unanimis UK and Last,” Nibley said. “The time is right for a more formal presence.”

Williams is to take on commercial director responsibilities, while Edmund Jones may be able to draw parallels with his role Rubicon when he becomes Yieldex’ director, publisher services.