Dozens of Right Media clients got “eggs-actly” the information they needed at our Eggs & Exchanges breakfast series held on March 2 in New York and March 11 in Santa Monica.
Our first session, Our DSP and Yours, focused on enabling demand-side platform partners to find the maximized advertiser ROI golden egg. Megan Pagliuca, senior director, Right Media Professional Services, outlined the many improvements made to the Right Media Exchange, such as facilitating transparency, integrating with third-party brand-safe vendors, pruning undifferentiated clients, and supporting branding with surveys and other features.
Clients were given a wealth of information about Exchange transparency including that approximately 84 percent of impressions served by Right Media show accurate, targetable validated URLs. Megan also discussed third-party online brand studies, buyer and seller best practices, and brand safety and emphasized that diligence and creativity were needed to excel with RMX. “If you don’t add value, you get squished,” she said. Megan and Daniel Tse, manager, Right Media Professional Services showed how a top cosmetic brand for the first time was able to measure and monitor purchase intent, which led them to profitably redefine its target audience.
During the second session, A Closer Look at Real Time Bidding, Pedro Ponce de Leon, senior manager, Right Media Solutions Architecture, explained the advantages of RTB for ad networks, intermediaries, publisher aggregators and buy-side platforms. He also addressed concerns such data collection and rights and whether there’s a risk of eCPM cannibalization on premium inventory.
Even the most hard-boiled clients profited from the eggs-posure to Right Media’s presentation, which came with a tasty and generous breakfast buffet. Right Media clients can watch their e-mailboxes for an invitation to the next one!