At Right Media, we’re very focused on finding new ways to research, plan, target and measure digital media so we can help speed the flow of ad spending online. Our demand-side platform (DSP) pilot, launched earlier this spring, represents one of the ways we are leveraging Yahoo!’s unique offering of science, art and scale to deliver on the promise of audience-based buying.
The Right Media Open concluded yesterday with some exciting news about the program, further underscoring our commitment to innovation and the rapidly evolving business models that our members are building upon the Exchange. The pilot has helped advance client business while protecting consumer concerns and has provided marketers with more opportunity for investment in digital buys across Yahoo!. Right Media has opened the door to select Exchange publishers, including Demand Media, and provided insights into market segments which could benefit from becoming Exchange intermediaries.
Yahoo! has worked closely with DSP leaders, including Invite Media, MediaMath, Data Xu, Turn and X+1 and new partners Adchemy and MIG to establish best practices in audience buying for clients. Early results show that during Q1, DSP partners spend and impressions have grown and eCPM is now higher than other exchange spenders. Additionally, agency partners have shown material media investment growth in Yahoo! Q1 year-over year. Finally, DSPs are now taking a much greater share of inventory with a growth in eCPMs and there has been a growth in DSP spend on Yahoo! inventory in comparison to a decline in ad network spend.
We have also found that as search and display businesses move closer together, search-engine marketing (SEM) companies represent the next phase of demand enablement strategy for the Exchange. Valuable search data can inform display buys, allowing for search and audience-based bidding as well as the ability to serve search creative. To facilitate this convergence, Right Media and Yahoo! are creating a program with leading SEM firms, including Innovation Interactive, Kenshoo and Marin Software to offer this additional value to clients. We also plan to work with Efficient Frontier, a performance marketing company that provides SEM services. This program will enable real-time bidding (RTB) across select Right Media Exchange (RMX) publishers, including Yahoo! and select publishers, including Demand Media; leveraging of data and insights with a clear usage, rights and consumer privacy framework for SEMs intent on leveraging their audience insights to collaborate more closely on search and display advertising; and collaboration on creative best practices and the coordination of search and display advertising in regards to pricing strategy, attribution and measurement, and infrastructure.
—Ramsey McGrory, VP, North American Marketplaces and Head of the Right Media Exchange