Yesterday, Ben Edelman gave the Right Media Exchange on his website by alleging that the Yahoo exchange carries “false and deceptive display ads.” In his compelling analysis, things look bleak as examples of dreaded “You’re a winner!”-type ads look like they are being served through RightMedia. Even CPX Interactive gets called on to the carpet by Edelman (who’s from Harvard, so it must be true.).
It will be interesting to see how RightMedia, likely the largest of all the ad exchanges, responds to this. In public forums, RightMedia has recently tried to position itself as offering a premium inventory opportunity to advertisers. Controls are in place to help top advertisers get on the right sites, but this isn’t going to help.
RightMedia may have to bite the bullet and let go of certain “bottom feeder” remnant business, especially if its in violation of certain laws, as Edelman alleges.
With new CEO Carol Bartz in town, this will likely make her “to-do” list.