Fries Now Go With that Shake
Mixing display with text ads for fun and profit with Right Media
Editor’s Note: Studies (like this one) have shown that online ad campaigns that combine text and display ads are more effective than those that rely on one or the other exclusively. At Yahoo! Publisher Network, we’re trying to meet that same demand among our publishers, while building the most open network we can. That’s why we acquired Right Media. Right Media’s Direct Media Exchange allows you to auction off your inventory to an array of bidders from different ad networks. Right Media’s Patrick McCarthy explains…
Yahoo! publishers might be asking: “Hmm, Yahoo! already has a product for us. So how will acquiring Right Media benefit me?”
This was a thought that could be heard rumbling through the Oregon halls of Right Media when we began acquisition talks with Yahoo!. Luckily, the answer was pretty simple, because of how Direct Media Exchange was built and how Yahoo! is embracing the open philosophy that we’ve been living with at Right Media.
Allow me to explain… Direct Media Exchange is a free web application that allows publishers to create an auction of their ad inventory that consists of their current ad network partners and the numerous display ad networks that are directly participating in Direct Media Exchange and bidding in real time. This means that Yahoo! Publisher Network and Direct Media Exchange can happily co-exist together.
The benefits are simple:
- Easier ad network management
- More potential revenue
Not bad if you ask me, or our publishers.
OK, so now that I have your interest, how does it really work?
- First, add Yahoo! Publisher Network ad code and average CPM for each ad size into Direct Media Exchange, as well as code from any other ad networks you might work with. (Advertisers that you have sold campaigns to yourself are also welcome.)
- Put the Direct Media Exchange ad code on your web pages.
- When a user views your site, we run an auction in real time to see which ad network will pay you the most. If that’s Yahoo! Publisher Network, then great! We’ll show the Yahoo! Publisher Network ads that are relevant to your site’s content. If it’s another network that’s participating directly in the Direct Media Exchange, then we’ll display ads from that network. You win either way.
- (Optional) Cash your checks and go to the beach!
The Direct Media Exchange team is happy to be a part of Yahoo!, and we’re more excited to be working on even more great advancements in the near future to make your life easier—while also making more money.
To find out more about Direct Media Exchange and get signed up, visit http://direct.rightmedia.com/
— Patrick McCarthy, Director, Direct Media Exchange
Read Comments (4) | Post Comment | categories:: Guest Columns, How-to's, Yahoo! Tools
September 6th, 2007 at 9:05 am
[...] further us along in our quest, we recently finalized our acquisition of Right Media, one of the fastest growing display ad networks and clearing houses for publisher ad [...]
September 6th, 2007 at 9:22 am
[...] About the Blog « Fries Now Go With that Shake [...]
October 3rd, 2007 at 2:56 pm
[...] and we offer ad layouts to fit most page designs. In addition, a mix of display and contextual ads tends to work best in almost all [...]
August 22nd, 2009 at 6:41 pm
Why UGG Boot is So Popular?
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