Yieldex, a New York City-based online ad targeting optimization firm, has received $8.5 million in second round funding. It was led by Madrona Venture Group, and included new investor Amazon.com (NSDQ: AMZN) and prior investors Sequel Venture Partners and First Round Capital. Among the only customers it has publicly announced yet: Martha Stewart Living Omnimedia (NYSE: MSO). Some more on that deal here. The company is also moving its HQ from Boulder, Colo., to New York City; it was founded in 2007, and CEO Tom Shields co-founded NetGravity in 1995.

Yieldex’s flagship product is DynamicIQ that “powers hyper-targeted inventory availability forecasts, campaign scenario planning, and advanced business intelligence through one comprehensive user interface, giving executives the transparency and insight needed to maximize inventory yield and revenue,” the company said. More details in release. Oh, for that small matter of getting those ad dollars….