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BizReport : Advertising : December 06, 2006
Remixing Right Media
Right Media is separating its auction type ad exchange program from its ad network in an effort to better service its customer base. The newly named Remix Media includes “data-enabled targeting and customized solutions” for the client base.
“The combination of dynamic pricing, the auction-based approach to media buying and immense scale has consistently delivered powerful results for metrix-driven marketers,” said Garrent Vreeland, Remix Media vice-president, Media Sales (in a statement).
Remix Media will remain a separate division of Right Media.
Right Media Exchange (RMX) auctions ads in real time to the highest bidder. Ad networks, like Remix Media, take part by putting publisher’s remnant advertising up for sale and also buying ad inventory on behalf of marketers. By separating the two divisions, RMX will clarify exactly what each branch does while at the same time providing better service to clients on either side of the divide.
The company wrote on their blog, “More and more of our partner marketers and agencies have been looking for more than the traditional network buy. This has led us to create a number of new offerings around our core capabilities.”
The auction style ad network is gaining in popularity with marketers, as evidenced by Yahoo’s 20% stake in Right Media several weeks ago. Yahoo is selling its own remnant advertising on the site.
Tags: advertising network, bid placement, online advertising, Yahoo
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