Home Ad Exchange News Yahoo! on Right Media Exchange: We’re Premium, That’s P-R-E-M-I-U-M

Yahoo! on Right Media Exchange: We’re Premium, That’s P-R-E-M-I-U-M

SHARE:

PremiumYahoo! is on the warpath again today with its premium messaging as a blog post by Stephanie Dorman, Senior Director, Client Services and Operations, bangs the drum on the closing of DMX and the new “premium” focus for its Right Media Exchange:

“We believe that the future of the Right Media Exchange lies in the premium marketplace and we have spent the second of half of 2009 paving the way for what we anticipate will be a very exciting 2010.”

In regards to Direct Media Exchange (DMX), there has been some suggestion in the press that the small publisher is getting screwed by the closing of DMX. That seems like a stretch. DMX was the end of the road for small publishers. If you were selling there, you likely had inventory that couldn’t beat AdSense – the traditional bottom of the stack.

As for Right Media Exchange, in the months to come, the proof will be in the inventory pudding whether the strategic shift has taken place as many advertisers, ad networks and DSPs – which have readily bemoaned the quality of some of the inventory of the past – continue buying through the exchange in search of golden, “premium” nuggets. Hopefully, the nuggets will become boulders. If they don’t, technology will continue to enable buyers to look multiple supply sources more efficiently than ever before leaving RMX vulnerable other than as a source for Yahoo!-branded inventory.

Ironically, in spite of the continuing innovation in the space which is driving new strategies for the ad ecosystem (there it is.. the 10,000th time I’ve used the word “ecosystem”), simple curation could be the basis for something great.

It’s not always the best technology that wins, it’s the curation? OK, it’s likely a combo – as scale cannot be achieved otherwise for access to inventory that an advertiser wants and access to demand that a seller wants. Technology can do part of the lifting, but ultimately it’s a human third-party providing the rules and regulations of the exchange which needs to make its mind up – do we go for the gold or straddle?

Buyers and sellers will ultimately vote with their media dollars and inventory, respectively.

by John Ebbert

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.