In a letter to Right Media publishers Tonya Smith, network manager for Tatto Media, announced that the behavioral ad network will no longer buy a seat on the exchange.
“I have enjoyed working with all of you over the past six months, but as a company [the Right Media exchange] is no longer in our best interest here at Tatto,” Smith wrote, noting that the decision was a sudden one.
Instead, Smith suggested that Tatto would directly connect with publishers that had been running profitable campaigns.
Tatto’s exit follows Yahoo!’s decision to rebrand the Right Media exchange as a premium exchange and terminate the Direct Media Exchange for smaller publishers. Other networks left out in the cold, such as CPX Interactive, have seen the bright side of the shutdown — the opportunity to work with small and medium-size publishers directly.