January 23rd, 2012
TLV Media’s Ohad Gliksman talks about using optimization technology to boost campaign performance
This is the second in our series of profiles on Right Media seatholders—who they are, what they do, and their views on today’s digital marketplace.
Ohad Gliksman, TLV Media
Founded in 2007, TLV Media built an industry-leading optimization platform that helps agencies, networks, advertisers and publishers maximize the performance of their online display advertising campaigns.
TLV is growing fast, reaching 300% annual growth each of the last three years. Today it manages about 15 billion impressions a month (mostly on Right Media Exchange), with more than 10,000 campaigns running at any given time. The 20-person company handles 20% of its campaigns with only two managers; the rest are managed by advertisers using the self-service interface of TLV’s platform. Based in Tel Aviv, TLV does 40% of its business in EMEA, 40% in the U.S. and 20% in other regions, led by Latin America.
The Right Media Blog spoke with Ohad Gliksman, co-founder and CEO of TLV Media, about the company’s technology, strategy and relationship with Right Media.
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January 9th, 2012
New chief brings deep knowledge of digital advertising and platforms business
Brian Silver, formerly president and CEO of Travora Media, has joined Yahoo! as vice president, Ad Platforms for the Americas, where he takes over as the new head of Right Media Exchange—the industry’s leading global display advertising exchange, handling 11 billion impressions a day.
In his new post, Silver will report to Yahoo!’s Joel Jones, vice president, Americas Ad Marketplaces. “Brian is a seasoned digital advertising executive and brings deep domain knowledge of the platforms business,” said Jones. “Beyond the resume, Brian is also a great person and leader.”
At Travora Media (formerly Travel Ad Network), Silver played a key role in developing and growing its vertical advertising network. Prior to joining Travora, Silver held chief operating officer positions at NetCash and Did-It Search Marketing, and served as a general manager and vice president at IAC Advertising Solutions.
Visit the Right Media Blog in the coming weeks for more information on Brian Silver.
—The Right Media team
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January 4th, 2012
Part of an ongoing series of tips and features for Right Media Exchange members
Delivering the same ad to the same person again and again is more likely to cause ad blindness than to close a sale. On the other hand, 
delivering a series of ads that showcase a variety of your products or tell an ongoing story about your offerings is a technique that can get your ads noticed and increase engagement.
Sequential advertising, or storyboarding, is a fairly common technique in guaranteed display ad marketplaces, but one that’s not typically associated with exchange environments. But Right Media Exchange isn’t typical. Read on to learn more about how you can start running sequential ads on RMX.
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December 21st, 2011
Recapping a year filled with growth, progress and new directions
This is our last blog post for 2011, so it’s a perfect time to look back at the year and see how far we’ve come.
It’s been a year filled with change and progress in so many areas; to put it all into perspective, we offer five significant statistics and the top seven Right Media Blog stories for the year.
Right Media: 2011 by the numbers
- 90+ markets around the world where RMX is the leading exchange
- 270,000+ buyers and sellers on RMX—an increase of 15% year over year
- 10 billion impressions hosted on RMX every day—up 20% year over year
- 14 billion transactions on RMX every day—up 35% year over year
- 30%-50% acceleration in campaign activation resulting from network investments
The top seven Right Media Blog stories of 2011:
New Servers and Software: Last May, we completed the deployment of new servers and softwaredesigned to cut ad-loading time by 30% to 50% and accelerate campaign delivery for our seatholders.
New Seller Controls Expand RTB across RMX: In July, we rolled out new features that give sellers more control over managing their data, pricing and inventory, and expanded real-time bidding (RTB) across the exchange.
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Posted in Advertisers, Agencies, Audience Sharing, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | No Comments »
December 14th, 2011
Part of an ongoing series of tips and features for Right Media Exchange members
In our ongoing quest to help seatholders put the right ads in front of the right people, Right Media offers another valuable technique—query string targeting.
Query strings can be used to add specific targeting information to ad tags. That information can include age, gender, zip codes, Web page context—just about anything that defines an audience.
Here’s how it works: Publishers set up an ad tag and pass a query string into it, and advertisers can target that query string. This approach works best when buyers and sellers work together to match the right inventory and audience.
Query string targeting can be a win-win for partners. It allows publishers to package their inventory in different ways, and advertisers can bid more efficiently on the audiences they want to reach.
We’ve seen creative and effective applications of query string targeting on the exchange, such as page takeovers. Still, we think there’s plenty of untapped potential for this approach on RMX. If you’d like to start leveraging query string targeting, please read on. Read the rest of this entry »
Posted in Ad Networks, Advertisers, Agencies, Audience Sharing, Right Media Exchange, Technology, Uncategorized | No Comments »
December 14th, 2011
Interclick acquisition closes; Yahoo’s Seth Dallaire outlines what that means and what’s ahead
On November 1, Yahoo! announced its intention to acquire interclick, a technology company that provides innovative audience-targeting solutions for data-driven advertising. Today I’m proud to announce that the acquisition has closed, and interclick is officially part of Yahoo!
This acquisition underscores our focus on enhancing the performance of our display business across Yahoo! and our partner sites. interclick brings new solutions and expertise that will benefit our advertisers and publishers in the following ways:
- Audience-targeting technologies and campaign-reporting tools will help advertisers hit the right audiences for improved campaign performance, and help publishers earn more for their inventory.
- Campaign-reporting tools will help Yahoo! provide richer and more detailed insights on campaign performance to our advertisers.
- The interclick team is experienced in selling audiences across disparate sources of pooled inventory, which is key to succeeding in today’s large, complex digital marketplace.
- The new premium supply will extend Yahoo!’s reach and grow our audience.
To read the full article, please visit the Yahoo Advertising Blog.
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December 7th, 2011
We’re growing, evolving and sticking to our core principles
With new members joining Right Media Exchange (RMX) and so much change in our industry, we want to take a moment to reemphasize Right Media’s values and principles.
Right Media was built on the principles of fairness, openness, transparency and efficiency, and those principles continue to guide us. Today, the exchange includes companies from across the digital media marketplace, including global agencies, advertisers, publishers, ad networks, SSPs, DSPs, data providers, technology partners, media trading desks and search engine marketers.
RMX is designed to help all these seatholders do business with each other fairly, easily and efficiently as they pursue their goals.
You’ve seen our principles in action over the last two weeks as the news broke about an announcement by one of our seatholders, Yahoo! Network Plus, that it is changing access policies for its ad inventory.
Any RMX seatholder has the right to make changes to its own inventory access policies based on its business goals and strategies. But we want to make sure that you know the Right Media Exchange itself has not made a policy change regarding how our seatholders access inventory (including Yahoo! Network Plus).
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November 29th, 2011
Part of an ongoing series of tips and features for Right Media Exchange members
One of the last things publishers want to see on their Web pages is a blank white space where an ad is supposed to be. Well, Right Media has you covered with a feature that can automatically serve a public service announcement (PSA) if an ad call fails to load properly.
The PSAs are ads for good causes sponsored by non-profit agencies such as UNICEF or Discover the Forest and are provided by the Advertising Council. Right Media’s PSA feature is automatically set up for Right Media seatholders and runs to help prevent “blanks” from serving. That’s a good cause, too.
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November 22nd, 2011
Experts give views on budgets, metrics, creative canvas and more
A highlight of the Right Media Forum, held Nov. 7 in New York City, was the Display Advertising Industry Panel, which featured industry experts from the demand and supply sides who answered a wide range of questions posed by the moderator, James Heckman, Yahoo! SVP Strategy and Emerging Business.
Quentin George, IPG Mediabrands
The panelists were:
- Quentin George, Chief Innovations Officer, IPG Mediabrands
- David Jacobs, SVP Publisher Services, Advertising.com
- Josh Jacobs, President, Accuen
- Hardeep Bindra, VP and Co-Lead, Right Media
Here are some of the topics covered and insights shared in the 45-minute discussion.
Shifting budgets in digital marketing
Advertising budgets are shifting as greater emphasis is put on audience targeting, said Heckman. He then asked the panel, is this trend going to continue until no ad is served or funded without a targeting element?
Right Media is clearly seeing a movement from impression-based buying to audience-based buying, said Hardeep Bindra of Right Media. “I definitely think it’s a growing trend, it’s here to stay, and it’s starting to define how budgets get allocated long term,” he said.
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Posted in Ad Networks, Advertisers, Agencies, Data Providers, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News, Uncategorized | No Comments »
November 15th, 2011
Leading Latin American network leverages data, technology with Right Media
In Latin America, many online services networks serve both the supply and demand sides and slug it out in a fiercely competitive market. How did Harrenmedia, one of Latin America’s leading online services networks, break out of the pack? Credit goes to innovative technology, a data-driven strategy, and a closer partnership with Right Media.
Last year, for example, Harrenmedia launched Sniper, a tool that analyzes behavioral and semantic data on the exchange to quickly create specific audience segments. Sniper’s ability to analyze Spanish-language content is unique in the Latin American market, and helps Harrenmedia place its customers’ content in the right locations for the right audiences.
A seatholder since 2008, Harrenmedia has doubled its business on RMX over the last 18 months. It’s also emerged as a leader, innovator and force to reckon with, placing over 10 billion impressions a month, attracting over 330 million unique users, and working with more than 1,000 RMX publishers.
The Right Media Blog spoke with Brian Prilick, co-founder and managing partner of Harrenmedia, about the company’s market, strategy and evolving relationship with Right Media.
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Posted in Ad Networks, Advertisers, Agencies, Data Providers, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | 1 Comment »
