Yahoo brings RTB to Right Media Exchange
11 May 2012
Yahoo has launched real-time bidding (RTB) technology on its Right Media Exchange ad platform.
The internet company has developed the system to work on a global scale. It also allows technology providers to process multiple bids at once, saving bandwidth and making other efficiency savings at the same time.
The Right Media Exchange has 11 billion daily impressions with more than 30% of its activity coming from Europe, Middle East and Africa (EMEA) regions. Yahoo expects large European media agencies to move significant parts of their budgets to the RTB platform due to its cost effectiveness.
“Real-time bidding offers both buyers and sellers of display advertising more data and inventory to enhance the performance of their advertising campaigns,” says Yahoo EMEA director of Right Media Exchange Sue Hunt. “We’re seeing more and more publishers and advertisers taking advantage of the scalability of the Right Media Exchange and improved campaign performance and yield that real-time bidding brings to the industry.”
David Hing, London