Right Media (www.rightmedia.com), a Yahoo! company and creator of the Right Media Exchange, announces the introduction of Marketplace Select, a new best practice solution developed to help boost transparency on the Exchange for brand-concerned buyers.

This optional solution has been introduced to allow brand-concerned buyers greater visibility and control as to where their ads will appear when they are working with ad network and publisher partners on the Exchange. Although important for all buyers, this is particularly so for branded buys, where advertisers have traditionally sought to approve any sites their ads appears on in order to protect their brand.

Marketplace Select is designed to allow an ad network or publisher selling inventory to create a site list, or partial site list, which will then be sent directly to the Exchange buyer. Based on the buyer’s feedback, the network will target only those sites that the buyer has approved its advertisements (and brand) to appear on.

Denise Colella, VP International at Right Media, comments, “Traditionally exchanges have been viewed as a platform for performance campaigns but even here transparency can be an important factor. With more agencies and direct advertisers adopting the Exchange and exploring how best to use it to drive branding and performance campaigns, this solution can help give buyers greater confidence to scale their overall budgets on the platform, which ultimately benefits all Exchange members.”

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Media Contact:
Ben Powell, Loudmouth PR
Tel: 020 7981 9859
E-mail: benp@loudmouthpr.co.uk

About Right Media

Right Media created digital advertising’s first open exchange platform in the spring of 2005 to bring more fairness, standardisation and value to the industry.
Today, over 170 Exchange members, and the 50,000+ buyers and sellers they bring with them, trade over six billion impressions a day on the Exchange.

The Right Media Exchange provides the means to manage an ad business holistically—from full ad serving and auto-optimisation, to business development and expansion.
Right Media is a Yahoo! company based in New York, with offices in London, Hong Kong, Singapore, Tokyo, Hamburg, Eugene, San Francisco and Tallahassee.

Published on: 12:00AM on 27th November 2008