"Q: What other products and services do you recommend?
A: We will provide you with contact information for each of the ad networks that have been participating in DMX and you may reach out to them to explore opportunities. Naturally, you are free to explore ad serving platforms that meet the needs of small publishers."
At the bottom of the FAQ, the new positioning is clearly stated in addition to Yahoo!'s strategic needs regarding "openness":
"Q: If you are focusing on 'premium', and discontinuing DMX, doesn't that make you not 'open' anymore?
A: The term 'open' was used to describe how members of the exchange could directly connect with other members and use our technology to enable efficient buying or selling on the exchange. We still enable members on the exchange to directly connect with each other but we are selecting which buyers and sellers that can have seats on the Exchange."
Finally, a spokesperson for Yahoo! sent AdExchanger.com the following official statement which reiterates the DMX FAQ (Acronyms, I love 'em!):
"After careful consideration, Right Media has decided to discontinue the Direct Media Exchange (DMX) platform on January 31, 2010. This decision was made so that we may focus on evolving the Right Media Exchange into a premium and differentiated marketplace."