Yahoo! re-baptizes Right Media as ‘premium exchange’
ADOTAS – Ad exchanges may be increasing in popularity, but their reputations are worse for wear as suspicions linger about the actual worth of inventory on participating networks.
The best way to clean up a soiled reputation is with a little rebranding magic. Yahoo!’s Right Media, the oldest of all exchanges, is no longer an ad exchange but a “premium exchange.” With this bold title, Yahoo! plans to offer more transparency and classier inventory, separating it from the unwashed masses.
This move appears to court larger agencies that are dipping their toes into exchanges. Yahoo! also now has heftier competition with Google leaping in the space with the DoubleClick Ad Exchange. While Yahoo! has an advantage over Google in display, the latter is actively racing to catch up.
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