Right Media, Inc. was an online advertising company that operated the Right Media Exchange (RMX), a marketplace that enabled advertisers, publishers, and ad networks to trade digital media. Technology providers develop services for the Exchange via APIs.
History
Right Media was founded, in March 2003, by Michael Walrath with brothers Noah and Jonah Goodhart as investors and board members.[1] To fund the development of the initial ad serving, Right Media was a digital media buying service for AOL brands and Match.com. The initial ad serving solution, called Manage, was developed to optimize performance campaigns. Dynamic pricing (dCPM) was first launched in the summer of 2004 to change how display advertising campaigns were managed. At the time, all campaigns were flat CPM and inventory was optimized against performance goals. The new ad server named Yield Manager changed the model to optimize price on each ad call. Shortly after launching dCPM, other ad networks began to license Yield Manager, and the earliest version of the Right Media Exchange was launched in beta in Q3 of 2004.
The Right Media Exchange launched officially April 1, 2005, and scaled significantly in the following 18 months. On October 17, 2006, Yahoo! made a strategic investment in Right Media.[2] On April 30, 2007, Yahoo! announced the acquisition of Right Media in a total transaction valued at approximately $680 million.