YieldMetrics Becomes Adomic

Santa Monica-based online advertising firm YieldMetrics has renamed itself Adomic, as part of a rebranding effort, the firm said today. The startup, which is backed by Upfront Ventures (which also just went through a renaming effort, from GRP Partners), did not say exactly why it decided to rename itself. The startup is led by Gabe Gottlieb. As part of the rebranding, the company said it has named Stephanie Grossman as SVP, Business Development, Sales and Marketing. Grossman will specifically head up the company's growth and rebranding efforts, according to the company. Grossman was previously at Demand Media and Scripps Networks Interactive, and was founder of mobile advertising firm Sidebar.