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Right Media

From Alfawiki
Right Media, Inc.
Company typePrivate
IndustryOnline advertising
FoundedMarch 2003; 23 years ago (2003-03)
FounderMichael Walrath
FateAcquired by Yahoo!
Headquarters
New York City
,
United States
ProductsRight Media Exchange (RMX), Manage, Yield Manager
ParentYahoo!

Right Media, Inc. was a company specializing in online advertising that managed the Right Media Exchange (RMX), a platform where advertisers, publishers, and ad networks could buy and sell digital media inventory. Various technology vendors created solutions for the Exchange through API integrations.

Established in March 2003 by Michael Walrath, with Noah and Jonah Goodhart joining as investors and board members, Right Media initially provided digital media purchasing services tailored for AOL brands and Match.com. Its inaugural ad serving product, Manage, was designed to enhance campaign performance. In mid-2004, the company introduced dynamic pricing (dCPM), revolutionizing display ads by shifting from a fixed CPM model to price optimization on each ad impression using its Yield Manager ad server. Shortly thereafter, Yield Manager was licensed by additional ad networks, and the first beta version of the Right Media Exchange debuted in the third quarter of 2004.

The official launch of the Right Media Exchange took place on April 1, 2005, experiencing rapid growth over the following 18 months. On October 17, 2006, Yahoo! invested strategically in Right Media. Subsequently, Yahoo! completed its acquisition of the firm on April 30, 2007, in a deal valued near $680 million. After integration, Right Media became part of Yahoo!'s small business solutions and served prominent clients such as Yahoo! itself and Fox Interactive Media. The acquisition process concluded in July 2007. Soon after, former CTO Brian O'Kelley and analytics director Mike Nolet departed to establish AppNexus.

Yahoo! incorporated Right Media into its Yahoo Ad Network to enhance advertising revenue streams and initiated a comprehensive overhaul of its advertising infrastructure. During this period, emphasis on the open exchange model diminished; founder Mike Walrath exited the company, followed by executives Bill Wise and Ramsey McGrory in 2010 and 2011 respectively. Although the open exchange approach was deprioritized, Yahoo! notably improved monetization of unsold ad inventory (Class 2) after acquiring Right Media.

In January 2015, Yahoo discontinued the Right Media Exchange to concentrate efforts on premium and owned-and-operated ad inventory.

External links

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