Yield Manager: Buying and Selling Ads Based on Performance

[mandy]

Right Media likes to explain Yield Manager as akin to an auction marketplace, like eBay or Nasdaq, except instead of electronically facilitating the sale of merchandise or stocks, Yield Manager facilitates the sale of online advertising. In real time, Yield Manager allows the online advertising marketplace to compete for every ad impression based on the unique value of that impression to the buyer and seller. It moves the online ad marketplace from static, fixed pricing to dynamic, fluid pricing.

full article: http://www.clickz.com/experts/media/agen...hp/3565521

from the Right Media web site:

Right Media serves ads through Yield Manager, which is our auction-based transactional platform. Yield Manager serves ads, provides reporting, optimizes for ROI and eCPM and does many other things. Right Media also operates an ad network. It is generally referred to as the RM Ad Network. The RM Ad Network runs on the Yield Manager platform.

Right Media developed Yield Manager to be the industry’s first open and transparent auction platform for buyers and sellers of interactive ads.

full article: http://www.rightmedia.com/articles/49/1/...edia-Do%3F