Right Media, Inc. was an

online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. ...

company that operated the Right Media Exchange (RMX), a marketplace that enabled

advertisers Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

publishers Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

, and ad networks to trade digital media. Technology providers develop services for the Exchange via

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s. Right Media was founded, in March 2003, by Michael Walrath with brothers Noah and Jonah Goodhart as investors and board members. To fund the development of the initial ad serving, Right Media was a digital media buying service for AOL brands and Match.com. The initial ad serving solution, called Manage, was developed to optimize performance campaigns. Dynamic pricing (dCPM) was first launched in the summer of 2004 to change how display advertising campaigns were managed. At the time, all campaigns were flat CPM and inventory was optimized against performance goals. The new ad server named Yield Manager changed the model to optimize price on each ad call. Shortly after launching dCPM, other ad networks began to license Yield Manager, and the earliest version of the Right Media Exchange was launched in beta in Q3 of 2004. The Right Media Exchange launched officially April 1, 2005, and scaled significantly in the following 18 months. On October 17, 2006,

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made a strategic investment in Right Media. On April 30, 2007, Yahoo! announced the acquisition of Right Media in a total transaction valued at approximately $680 million.After the Yahoo! acquisition announcement on April 29, 2007, Right Media was integrated with Yahoo!'s offerings to small businesses. Right Media's customers included Yahoo! (also an investor) and Fox Interactive Media. Yahoo! closed on the Right Media acquisition in July 2007. Former CTO

Brian O'Kelley Brian (sometimes spelled Bryan in English) is a male given name of Irish and Breton origin, as well as a surname of Occitan origin. It is common in the English-speaking world. It is possible that the name is derived from an Old Celtic word ...

and former director of analytics Mike Nolet subsequently left at the close and co-founded

AppNexus Xandr, formerly known as AppNexus, is an American multinational technology company operating a Cloud computing, cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of Ne ...

, in 2007. Yahoo! placed Right Media under the management of the Yahoo Ad Network, which was responsible for driving ad sales revenue for Yahoo! Yahoo! subsequently announced and began to rebuild its entire ad stack. During this process, the open exchange strategy of Right Media was deprioritized, and founder Mike Walrath left the company. Subsequent leaders, Bill Wise and Ramsey McGrory also left in 2010 and 2011 respectively. While the open exchange strategy was not pursued, Yahoo! was able to increase its yield on its unsold inventory (known as Class 2) materially after the acquisition. Yahoo shut down the Right Media Exchange in January 2015, citing its focus on premium and owned and operated inventory.

References

External links

Official website of Right Media, Inc.

BusinessWeek ''Bloomberg Businessweek'', previously known as ''BusinessWeek'' (and before that ''Business Week'' and ''The Business Week''), is an American monthly business magazine published 12 times a year. The magazine debuted in New York City in Septembe ...

2007-03-06
"The quest for the perfect online ad"
Business 2.0 Magazine 2007-02-26
"Yahoo! Leads Investment in Ad Auction Company Right Media"

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2006-10-17
"RMX Direct: alternative ad networks battle for your blog"

2006-08-12
"Buying and Selling Ads Based on Performance"
ClickZ, 2005-11-22

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2005-04-04
"How I Did It: Mike Walrath, Founder, Right Media"

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2005-04-04 {{Yahoo! Inc. Digital marketing companies of the United States Online marketplaces of the United States Companies based in New York City Marketing companies established in 2003 Yahoo! Advertising Yahoo! acquisitions