As brand marketers bring more dollars online, Right Media is actively addressing the needs of the differentiated ad networks, direct advertisers, and global agencies to enable brand safety in our premium marketplace. In the coming weeks, we will further define how the Right Media ecosystem is evolving in the following areas:
- Right Media Goes Premium: We’ve said it before and we’ll say it again! Last year, we tightened our focus on providing premium, differentiated demand and premium, transparent supply. We’ve adjusted our strategy and charged our business development team with signing only premium, transparent brand buyers and sellers.
- Third -Party Technology: Right Media is focusing on developing relationships with partners who provide brand safety and verification technologies. Our Exchange Technology Partner Program helps identify and support third-party technology to extend the capabilities of the Right Media Exchange.
- More Metrics: Our customers have asked for it and we plan to deliver! Right Media is in the process of identifying a set of Exchange-wide metrics as brand safety indicators.
- Publisher Transparency: Marketplace Select was launched in July 2007 to facilitate site list sharing between sellers and buyers. Today, the program has 145 members. We’ve also significantly increased the percentage of transparent exchange-wide validated URLs (VURLs). Now, we are working on an initiative to help facilitate launching more types of premium buys on the Exchange and removing some of the obstacles created by rich media, expandable ads, and brand surveys.
- Product and Policy: We continue to invest in both product and policy and we will work to strengthen our commitment running an open exchange while protecting all participants.
We are looking forward to sharing our 2010 plans with you and welcome your feedback!
— Brooke Wyard & Megan Pagliuca