The drama unfolding at Yahoo continues to have twists and turns. The latest is AOL showing interest in having Yahoo buy it, an idea that was floated on Friday and shot down nearly as quickly.
But there is little doubt that Yahoo is open to a sale of some sort. The company has used the code words to this effect, saying it would review its “strategic options.” While it’s always a mess to untangle a company, there’s the possibility Yahoo will unload Right Media, the ad exchange it bought back in 2007. Adexchanger’s John Ebbert envisions just such a scenario.
Yahoo was early to the ad exchange business. It pioneered the move to Wall Street-like bidding coming to online advertising. But by most accounts, it has failed to innovate as quickly as the rest of the industry. Its slow adoption of real-time bidding, for example, was often pointed to as an example of how far behind it had fallen. It’s now without its leader, too, as Right Media head Ramsey McGrory’s last day was last week.
But where would Right Media go? Microsoft would seem the obvious candidate. It already has a deal to handle Yahoo’s search advertising, so adding in its non-guaranteed display makes sense on paper. Ebbert points out that Microsoft could be shy due to its patchy record on ad tech acquisitions, as evidenced by the aQuantive deal. Another option could be combining Right Media with App Nexus, the Microsoft exchange partner that’s independent but is partially owned by Microsoft.
Plenty on the buy side will root for Right Media to find a home where it can thrive. It’s clear that the many management changes and shifts in direction at Yahoo hurt Right Media from acting as a true counterbalance to the weight of Google. While Yahoo has dithered, Google has plowed ahead with a vision of recreating an end-to-end system in display that rivals what it has in search. That understandably gives advertisers and agencies some pause. While everyone agrees the display-ad system needs less complexity, few want to go in the direction of a Google-dominant market.
With Roku leading the pack, study says 94% of households are reachable through CTV
Connected TV remains on the rise in programmatic advertising, fueled by the popularity of Roku, Samsung and Amazon devices.
Digital investors take time out as British Pound plummets
Don’t expect an M&A frenzy, despite Sterling’s historic low, as volatility cools investors’ appetites.
Member ExclusiveMedia Briefing: The pros, cons of three pricing models for publisher, sportbook content deals
Publishers and sportsbooks are looking for new payout models beyond the standard cost-per-acquisition structure, which is priced on average between $200-500 per new customer.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
The New York Times looks to gaming product to grow subscriptions
The Times' use of games as a subscriber funnel is part of a renewed focus on gaming sparked by the company's acquisition of Wordle in January.
Inside the NFL’s youth-focused social strategy
As part of the NFL Content Creator Network, the league is engaging with fans in new, innovative ways via gaming or just through creative social media activations.