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Right Media Partner Profile: TLV Media

Monday, 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.

(more…)

Posted in Advertisers, Agencies, Publishers, Right Media News, Technology | 1 Comment »



Right Media Looks Back at 2011 with 5 Key Stats and 7 Top Stories

Wednesday, 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.

(more…)

Posted in Advertisers, Agencies, Audience Sharing, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | 1 Comment »



Query String Targeting Matches Inventory with Audiences

Wednesday, 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.  (more…)

Posted in Ad Networks, Advertisers, Agencies, Audience Sharing, Right Media Exchange, Technology, Uncategorized | No Comments »



5 Questions for Brian Prilick of Harrenmedia

Tuesday, 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.

(more…)

Posted in Ad Networks, Advertisers, Agencies, Data Providers, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | 1 Comment »



Right Media Enhances Capabilities for Rich Media Display Ads

Thursday, November 3rd, 2011

Part of an ongoing series of tips and features for Right Media Exchange members

Like an NFL receiver celebrating a touchdown, an ad that bursts out of its borders and romps across the page definitely wants to be noticed. Expandable ads do grab your attention, but they’re more than flashy. In a PointRoll study, expandables outperformed static ads in every category, including search, brand engagement and site visitations. How’s that for substance?

Seatholders have long been able to run expandables and other rich media ads on Right Media Exchange (RMX). Today, Right Media announces enhanced capabilities designed to make running them easier and safer.

A key enhancement is a unique safety feature called a SAFEE wrapper, with allows seatholders to display expandables in a container that helps protect the publisher’s content from the possibility of malicious code being downloaded during the ad-serving process.

SAFEE is designed to help improve ad security while minimizing impact on advertisers, and to help protect and maintain revenue for RMX partners. To learn more about this and other key enhancements for expandables, please read on.

(more…)

Posted in Ad Networks, Advertisers, Agencies, Demand-Side Platforms, Publishers, Right Media Exchange, Right Media News, Technology, Uncategorized | 1 Comment »



Right Media Boosts Performance with New Servers, Software

Wednesday, May 11th, 2011

Speed matters in online advertising, and Right Media has just finished deploying new servers and software designed to cut ad-loading time by 30% to 50% and accelerate campaign delivery for exchange participants.

The new servers and software will strengthen the exchange’s ability to handle sudden spikes in traffic to publisher sites and support expansion of  real-time bidding capabilities with new functions such as publisher controls, reserve pricing and advertiser filtering, which are expected to launch later this year. 

The deployment will also help RMX manage increasing growth, especially in markets outside the U.S. Total spend on the exchange grew 23% from Q1 2010 to Q1 2011.

In addition, Right Media’s software has been customized to operate with new power-efficient chips from Intel.  Using “greener” chip technology in Right Media’s thousands of servers around the world should reduce the exchange’s power consumption by 50%.

– George Goldenberg, VP Engineering, Right Media

Posted in Technology | 1 Comment »



The Right Media API

Friday, March 4th, 2011

Enabling automation, scale and innovation

In this post I’ll highlight the Right Media API, its features, client usage and our unique support model for seatholders using the API.

What’s an API and why is it important?

API stands for “Application Programming Interface.” APIs enable client software systems to plug in to the Right Media Exchange. Building the world’s largest ad exchange wouldn’t be possible without a robust API that’s tightly integrated into our ad serving platform.

Why do our clients use the Right Media API?

  • Automation – Time-consuming tasks can be done automatically with a client’s software via the Right Media API. This saves valuable man-hours and enables clients to gain significant operational efficiencies. Clients can automate functions such as reporting, line item creation, targeting and in some cases, their entire workflow.
  • Customization – Many clients maintain internal business applications or self-serve platforms for their managed advertisers and publishers. The API enables these clients to create platforms and interfaces with customized look and feel, functionality and user roles.
  • Scale – Many clients process significantly large datasets on a daily basis to run their businesses. The sheer scale required wouldn’t be possible without client software systems and the Right Media API. 
  •  Innovation –The most important aspect of the API is that it enables innovation. The success of the exchange relies on the ability of Right Media and its seatholders to continue to create value with new technologies, products and services. We’ll highlight some examples of seatholder innovations in a future post.

Our commitment to the API 

With the majority of all platform activity coming through the API, we realize the critical importance of the API and the clients who use it.

The API product provides:

  • Parity – Our development and support teams remain committed to maintaining API feature parity with the Yield Manager user interface. In 2010, we successfully integrated new UI platform features, such as Audience Sharing. We plan to continue this in 2011 by releasing API methods that support the dynamic exchange rate system (DXR) and Advertiser Billing Price, among others.
  • Stability – We introduced an API quota management system to help improve platform stability. This system helps manage API use, and is designed to prevent demanding API use by one client from affecting another.
  • Flexibility – API features like the getAllSince methods provide clients with tools to query the API for data changes, instead of having to download a complete data set. 

Service and Support

Right Media offers a unique set of services to seatholders using the API. In addition to their Partner Managers and UI Support team, the Right Media Technical Account Management (TAM) team provides consultative API integration support. Many platform providers offer call center support to their API clients. At Right Media, each seatholder using the API is assigned a dedicated Technical Account Manager who provides:

  • A single point of contact – A technical point of contact for API questions and issues. Each TAM has previous programming experience and the team has over 30 years of collective programming and online advertising experience.
  • Consultation services – Phone, email and periodic in-person client visits to discuss new API product features, releases and API best practices.
  • Product roadmap – TAMs act as client advocates when working with the Right Media product and engineering teams as they plan and prioritize new product features.
  • Cross-platform expertise – Every TAM is well-versed on all Yahoo! platforms and APIs: Search, APT and Right Media. This gives our cross-platform clients one dedicated API expert for all platforms.

The Right Media development and documentation teams also provide significant online resources with the Right Media Knowledgebase, API documentation and release communications.

How do I get started with the Right Media API?

Right Media API access is available to seatholders only. Please contact your Partner Manager for information on how to get started, or see the KB article on API access:

https://kb.yieldmanager.com/article.php?id=384

We’re looking forward to an exciting 2011 and always want to hear your feedback on how we can improve the API product and support.

— Alex Mrazek, Director, Technical Account Management, Right Media

Posted in Right Media Exchange, Technology | No Comments »



The Science of Advertising

Wednesday, September 29th, 2010

Yahoo!’s top economist, Preston McAfee, was recently profiled in The Register.  Click here to read about the science behind our display ad systems and how economics drives our business.

Posted in Right Media News, Technology | No Comments »



SEMs are the Next Frontier for RMX

Thursday, July 22nd, 2010

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

Posted in Demand-Side Platforms, Events, Right Media Exchange, Right Media News, Search, Technology | No Comments »



Demand-Side Platforms: The Pilot

Monday, March 15th, 2010

Using Yahoo!’s science, art and scale to deliver audience-based buying

Earlier this month at the 4A’s conference, we talked a lot about how Yahoo!’s unique combination of science, art and scale unlocks exciting new opportunities for advertisers. Based on conversations we’ve been having with marketers, agency partners and technology providers, one area that’s in need of further exploration and innovation is in how media is purchased.  At Yahoo!, 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. We believe that demand-side platforms (DSP) represent an interesting new way to leverage Yahoo!’s science, art and scale to deliver on the promise of audience-based buying.

As a result, Yahoo! is working closely with DSP leaders, including Invite Media, Mediamath, Data Xu, Turn and X+1 as part of a new pilot program to establish best practices in audience buying for their clients.  DSPs are driving significant innovation in the science and underlying technology of audience-based, display buying for our largest partners.  Some early innovations are focused on identifying and engaging audiences, controlling frequency of ad exposure more effectively and developing real time bidding (RTB) capabilities for buyers.

The pilot will demonstrate how Yahoo!, in partnership with these industry leaders, can provide marketers with access to the audiences they most want to reach by leveraging insights from buyers, sellers and 3rd party data providers. This pilot will also enable DSPs to establish a more integrated, deeper relationship with the Yahoo! Network and the Right Media Exchange.  Many of these DSPs have been members of the Right Media Exchange for years, and through this pilot, they will gain access to Right Media’s real-time bidding (RTB) capabilities.

DSPs have made great strides to provide the largest display media buyers with enhanced technology and services that make digital media more effective overall.  We look forward to exploring this exciting opportunity with our pilot partners, and we will share updates on our progress here on this blog.

There’s a huge audience out there, and it’s going to take a little science, art and scale to really unlock the potential of audience buying.

—Ramsey McGrory (VP, North American Marketplaces) & Seth Dallaire (VP, Mid Market Sales)

Posted in Advertisers, Demand-Side Platforms, Technology | 2 Comments »



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