Serial Entrepreneur on Starting a Company in LA… April 11, 2008
Posted by Bill in exchanges, Right Media.add a comment
I love Frank Addante because he is one of the only internet ad executives who looks younger than I do… I am not quite sure how old he actually is, but he definitely is NOT 18! We crossed paths briefly when I became CEO of a company he had earlier sold an ad server to.
In any case, I met with Frank a few weeks ago (he is founder and CEO of the Rubicon Project), and he is a great leader. This video is hysterical… enjoy!
Yahoo Acquires Right Media April 30, 2007
Posted by Bill in Auction-based media, exchanges, Google, Online Advertising, online marketing, Right Media, Yahoo Search Marketing.2 comments
Fun days here at Right Media… I have been incredibly impressed with Yahoo!s strategic vision and commitment to the exchange model through the process. I think this will be a great marriage. More importantly, it makes the competition with GoogleClick that much more exciting!
Official Press Release: Yahoo! Announces Agreement to Acquire Right Media, Largest Emerging Online Advertising Exchange
New York Times: Yahoo to Buy Ad Company in Bid to Compete With Google
Some excerpts from the above New York Times article, by MIGUEL HELFT:
– “The acquisition, to us, is a key step toward executing our long-term vision to build the leading advertising and publisher ecosystem both on and off the Yahoo network,” Terry S. Semel, Yahoo’s chief executive, said in an interview. The deal is to be announced today and is expected to close in three months.
– Right Media, a four-year-old company, runs an exchange in which advertisers and publishers buy and sell online ad placements in real time through an auction system. DoubleClick, which specializes in serving ads on Web sites, announced recently that it would develop a similar type of exchange. Online publishers are increasingly turning to exchanges like these to sell ad space on their sites.
– “What we look forward to do as an owner is put more inventory into that pot to help create a more vibrant exchange and create better pricing for everyone,” Mr. Semel said.
– Yahoo said that after the acquisition it would increase its participation in the exchange as both a buyer and seller of ads. The company said it planned eventually to sell all the nonpremium ad space on Yahoo through the exchange, a move executives said would enhance revenue.
– Google and Yahoo each dominate one segment of the online advertising market. Google is best at selling text ads that appear alongside search results and on other Web sites. Yahoo, which has lagged Google in search, is a leader in selling graphical ads, mostly on its own sites.
– By buying Right Media, analysts have said, Yahoo would accelerate its own efforts to sell and broker ads on other sites. Those efforts began taking shape recently, after Yahoo reached agreements to sell ads on eBay and on some 264 newspaper Web sites.
(Note: For the math impaired, $680 million for the remaining 80% that Yahoo! didn’t yet own is equal to an $850 million in total valuation…)
Are Ad Exchanges Solely for Spot-Market/ Remnant Inventory? April 6, 2007
Posted by Bill in Auction-based media, exchanges, Google, Microsoft, Online Advertising, Online Auction Tips, traditional advertising.1 comment so far
The eBay Media Marketplace (“EMM”) has received much hype the past bunch of months. According to a MediaPost article, this past Thursday that hype came to a screeching halt when the Cable television Advertising Bureau–which holds the keys to launching the broadcast auction system–said the EMM was a permanent no-go. The trade group’s opposition was based on two points:
1. The eBay functionality was flawed, and
2. The system wasn’t in step with the new age of media buying, where the focus is on complex multi-touch point deals, not peddling and purchasing spots.
CAB head Sean Cunningham said his members reviewed a pilot of the system for some weeks. They found that its infrastructure fell short in making the intricacies of end-to-end buying and selling better. Cunningham said it was “evidence of someone developing a system in eBay that, despite the best counsel of top buyers in the business, was just not getting the scope of this business in terms of both current and future practice.”
So this raises a few questions…
1. With all the hype over DoubleClick’s entry into the “Ad Nasdaq” world, will anybody be able to move this marketplace concept up market?
2. Was broadcast simply not ready for their ecosystem to be turned upside down and embrace auction-based media?
3. Is premium inventory, regardless of channel, simply too personal and relationships and media buying too complex to make the evolutionary switch away from upfronts and personal negotiations?
4. Is an auction platform built simply for spot-market, remnant, or turn-key/ non-creative ad inventory?
For the eBay Media Marketplace to make it, I believe the market first needs to figure out a solution for a Premium Online Ad Exchange. For that to happen, it has to be driven by a Media company with a huge online presence, powered by a technology which embraces auctions but respects the old-school inventory forecasting and expectations on campaign delivery. All eyes have to be on Microsoft, Google, and Yahoo! before they go onto eBay…
The Eagle Has Landed… on a Mission… March 12, 2007
Posted by Bill in Auction-based media, exchanges, Online Auction Tips, online marketing, Search Marketing.2 comments
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=56890
Ex Did-It Chief Bill Wise Lands At Remix Media Ad Network |
FORMER DID-IT CEO BILL WISE, who left the search engine marketing firm last month citing a disagreement about the direction of the company, starts today as president of Remix Media, a division of auction-based ad network Right Media, OnlineMediaDaily has learned.
Right Media made headlines in October when Yahoo bought a 20% stake in the firm for $45 million. In December, the company created the new brand Remix Media for its ad network, which allows advertisers to bid on display ad impressions from specific sites. Wise will oversee the growth of Remix, having experience with both auction-based media from his role at Did-It, as well as ad network management from his experience as general manager of DoubleClick Media. “It’s really kind of bridging the ad network business and the concept of an exchange with search marketing and everything else,” he said. Currently, Remix represents mostly lower-cost inventory, but part of Wise’s job will entail attracting both big-spending advertisers and more premium inventory, he said. “They’re now serving two billion impressions a day. They’ve gotten large very quickly. Right now, they’re representing a lot of remnant space,” he said. “But clearly, the strategy is how to go upstream, and that’s going to be a large part of my role.” Wise said the company aims to help marketers manage entire campaigns on an auction-based level. “More and more marketers and agencies need to embrace the concept of auction-based media, and Right Media has the online advertising piece figured out,” he said. “Remix Media, and we’re really establishing that as another brand, can really help marketers manage their inventory holistically.” |