Archive for August, 2008

Promotion for Right Media's Michael Walrath?

Saturday, August 30th, 2008

It has been two weeks since Valleywag offered up the news that former Right Media Exchange CEO, Michael Walrath, was loading up his truck and moving to arid Sunnyvale, California, where – rumor has it – he’ll be getting a promotion.

Certainly his genius in getting Yahoo! to buy the Right Media advertising exchange for approximately $700 million says something very positive about his leadership and deal-making abilities. It’s the type of creativity that Yahoo! needs in the home office.

In light of recent defections by the executive minions, Sue Decker and Hilary Schneider need all the help they can get.

If you haven’t seen it, here’s Mike Walrath’s birthday greeting from a man in a chicken suit. Great moment for all involved:

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Promotion for Right Media’s Michael Walrath?

Saturday, August 30th, 2008

It has been two weeks since Valleywag offered up the news that former Right Media Exchange CEO, Michael Walrath, was loading up his truck and moving to arid Sunnyvale, California, where – rumor has it – he’ll be getting a promotion.

Certainly his genius in getting Yahoo! to buy the Right Media advertising exchange for approximately $700 million says something very positive about his leadership and deal-making abilities. It’s the type of creativity that Yahoo! needs in the home office.

In light of recent defections by the executive minions, Sue Decker and Hilary Schneider need all the help they can get.

If you haven’t seen it, here’s Mike Walrath’s birthday greeting from a man in a chicken suit. Great moment for all involved:

(more…)

Media Kitchen Starts Varick Media Management

Thursday, August 28th, 2008

Varick Media ManagementThe Media Kitchen, a Kirshenbaum Bond offshoot, has birthed a new ad exchange trading services company called Varick Media Management (a KB “grandchild”?).

From the press release:

Varick Media Management is the first digital media management company that allows media trading in real time across all online exchanges, ad networks and websites. Similar to hedge funds, we also use proprietary algorithms to manage our client’s investments and deliver the best ROI. Our algorithms enable us to aggregate audiences and optimize the media mix,” said Darren Herman, Founder and President, Varick Media Management.

According to the Varick Media Management blog, they’re “super excited.” Beyond VMM’s eloquence, with this and previous announcements, the ad exchange model takes another step in affecting real strategic change in the world of advertising as forward-thinking agencies begin to take there place as not only buyers, but traders on the exchange.

Paid Content quotes from the release that VMM will “set clients up with the use of online ad exchanges and media trading, as well as ad networks, investment management advice, audience analysis.”

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Turn Announces Funding for Ad Exchange Platform

Friday, August 22nd, 2008

Turn Ad ExchangeYesterday, online ad exchange contender and Redwood City, California-based, Turn Inc., announced a new round of investment totaling $15 million.

Led by Focus Ventures and joined by Norwest Venture Partners (NVP), Trident Capital, and Shasta Venture, Turn has now received more than $37 million in equity investment since its inception – yet another signal that investors see the ad exchange space as growing importance in the years to come. Turn plans to use the latest round for building out its platform and expanding its sales teams as they continue to push ahead with clients – presumably the “national branded response advertisers” that have used or considered the exchange.

Turn tries to ride the fence with the phrase: “national branded response advertisers” – very direct response-focused in spite of the insertion of the word “brand.” …It’s all DR online, perhaps? That’s where the CEO seems to be guiding us. Competitors such as Google/DoubleClick, Yahoo!’s Right Media and ContextWeb’s ADSDAQ would likely agree.

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Right Media Exchange and Lucid Media Partner

Wednesday, August 6th, 2008

Right Media ExchangeLooking to expand its contextual offering, Yahoo!’s Right Media exchange and Lucid Media have signed an agreement that will enable publishers and advertisers on the Right Media Exchange to take advantage of contextual opportunities.

This signals a change in Right Media’s previous exhortations about the importance of transparent, single site buys. Having sipped at the contextual Kool-aid, executives appear to have noticed how well the AdSense/AdWords network has performed for Google.

Lucid Media Contextual AdvertisingBill Wise, the dapper Right Media general manager, said in a release, “LucidMedia’s ClickSense technology will significantly help increase the prospective yield of a publisher’s available inventory and improve an advertiser’s ability to contextually target ads to relevant content and categories through the Right Media Exchange.”

How exactly the new contextual offering will work for advertisers and publisher on RMX is unclear. For example, will advertisers be provided with full site lists of the contextual network? Will RightMedia let publishers name their own price for their inventory?

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