By: E&P Staff Right Media, which operates Right Media Exchange, on Monday launched a solution to allow online publishers the ability to create their own so-called "white label" media exchanges to sell non-premium ad inventory.
Right Media said Tribune Co. newspaper were among the first to implement Publisher Media Exchange (PMX). The launch was announced at the iMedia Brand Summit in Henderson, Nev.
PMX allows publishers to consolidate inventory on an auction-based platform that can be branded by the publisher. Advertisers and ad networks compete for remnant impressions in real-time, Right Media said.
In addition to Tribune, the solution has been implemented by Community Connect, Fox Interactive Media, LookSmart, Six Apart, Tickle, and WomensForum, Right Media said.
By utilizing PMX, these publishers also have direct access to the Right Media Exchange, which includes more than 11,000 buyers and sellers trading digital media, the company said. More than 2 billion impressions are traded daily on the exchange, Right Media said.
"Top-tier publishers with billions of non-premium ad impressions have to think strategically about turning all of those undersold assets into real revenue," said Right Media founder and CEO Michael Walrath said in a statement. "When publishers simply put that inventory in the hands of third-party intermediaries, they inevitably leave money on the table. PMX is a simple and efficient solution to regain control of and restore value to inventory that has been set adrift."
Comments
No comments on this item Please log in to comment by clicking here