With all the craziness surrounding Yahoo, there was a feeling about its Right Media Exchange that it had not taken advantage of its early lead in the exchange arena and had fallen behind. Now, with a new deal to provide exchange services for AOL, Yahoo wants to flip the script.
Brian Silver, the newly named vp of marketplaces at Yahoo, is crowing about a big win to handle the Class 2 inventory for AOL, one of its partners in an ad alliance with Microsoft. It is a big expansion of the amount of inventory within the Right Media Exchange.
“A myth in the market is that Right Media and Yahoo are so in line with each other that there’s preferential treatment Yahoo gets that the rest don’t receive,” Silver said. “It couldn’t be further from the truth. AOL is another premium brand will hopefully further dispel.”
In Silver’s telling, Yahoo is perfectly positioned to be an alternative to Google’s Ad Exchange and Microsoft-backed AppNexus as a neutral player for matching up buyers and sellers in a safe private exchange environment.
“The misconception is people think Yahoo let [Right Media] die on the vine and allowed it to be behind in technology and in investment,” he said. “That’s completely wrong. We’ve proven again and again that there’s a careful balance between the self-service technology tools to partners and a strong professional services team that propels success for them. There’s an amazing amount of value here for supply and demand seat-holders.”
-
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
-
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
-
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
-
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
-
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
-
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.
