Home Online Advertising Reviewing Yahoo!’s Right Media Exchange -For The Win!

Reviewing Yahoo!’s Right Media Exchange -For The Win!


The AdExchanger.com Crystal BallAfter IDC issued its recent estimate that Yahoo! has been surpassed in display ad supremacy by Google in Q4 2010, it feels like a great time to take out the AdExchanger.com “crystal ball” and offer a few future strategic scenarios for Yahoo! and its Right Media Exchange (RMX).

You’re welcome!

I admit that some of the thinking here echoes themes from my last pseudo-prognostication about RMX.

Scenario 1: Status quo. The company remains skeptical of real-time bidding as a solution to bring to its own inventory let alone that of the exchange as concerns around leakage (ewww), channel conflict, commodotization of inventory, etc. persist.

Scenario 2: Right Media Exchange becomes a sell-side platform (SSP). Yahoo! could partner with other big publisher players (utilizing their brand new 5:1 salesforce) like Aol, Turner and Viacom, and RMX could become a clearinghouse for big brand media companies and set higher price floors in an effort to continually automate part – only a part – of any big media companies direct sales team. High performing inventory like Yahoo! Mail will be there as will top brand publishers which should attract brand advertisers. The merging of ad strategies by big content players will likely influence Google as it considers its content strategy going forward. In fact, as certain functions in the ad tech ecosystem become commoditized, content becomes sexy tech and Google could own its own media company, for example.

Scenario 3: Another possibility to go along with the move to the SSP, is Right Media Exchange is turned off and Yahoo! buys again. The innovation in the space – with real-time bidding (RTB) among other features – may currently exceed RMXs sell-side capabilities as Yahoo! could make an acquisition of newer tech.

Scenario 4: Or, Microsoft adds display to its search partnership with Yahoo! and takes over the technology for at least part of Yahoo!’s remnant display strategy. This would mean that someday Yahoo! non-guaranteed inventory suddenly appears “for sale” with Brian O’Kelley and many from the former RMX team at AppNexus as Microsoft and Yahoo! inventory are merged under one exchange or SSP or whatever they’re calling it. Yahoo! would continue to concentrate on content and enable premium revenue opportunities in a more automated way.

Scenario 5: Right Media Exchange is turned off completely, Yahoo! takes a write-off and the company goes “Walker Jacobs.” RTB and ad networks be damned. It’s “Content” and direct sales FTW!

By John Ebbert

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.