Bill Wise is Yahoo! VP/GM, Ad Platforms. Wise answered a few questions that follow up on yesterday’s announcement regarding Right Media’s new positioning.
AdExchanger.com: When will Right Media have DSP capabilities?
Right Media already has DSP capabilities by leveraging exchange inventory and linking and numerous decisioning, optimization, and analytics technology within the company, and has further invested in servicing. We will continue to invest in advancing these capabilities and growing our services team as we scale. This will help head marketers, ad agencies, and enabling leading DSP players, which we believe is an important part of the ever-changing marketplace.
Define what the features of a Yahoo! DSP will look like. How is it different than what exists today, for example?
Capabilities of a DSP include dynamic decisioning, the ability to build and optimize audiences, advanced analytics, real time interoperability into supply marketplaces and a services layer.
We’ve built out a professional services offering to support our DSP layer. The core services include:
- Working with agencies to translate “the who,” or agency target personas that capture the personality of the users to reached into targetable audiences. For example, a media planner may explain the user of a cosmetics brand to be a female from 18 – 54, who is a social leader that encourages who friends to try new products and her motto is “there is no such thing as an ugly girl, only a lazy girl!.” The services team has the expertise to translate these offline personalities to actionable online triggers.
- As agencies continue to shift offline dollars online, we work closely with each brand to translate offline success metrics to directional online success metrics. This may include a range of metrics from panels such as Nielsen Neteffect, online surveys (such as Dyanmic Logic or Dimestore), coupons, email sign ups, CTR, or reach.
- We work with the agency to deliver audience insights from online buys to better inform the “who” to use for buying across all buys (offline and online)
There is a perception there is some low quality inventory on the Right Media Exchange today whether through ad networks or direct-to-publisher relationships. Will you be discontinuing these relationships? If so, when?
We are the largest and oldest ad exchange, with over 120,000 buyers and sellers trading 9 billion transactions daily. We recognize that there is some undifferentiated supply in the mix. As part of this announcement, we have segmented the market into priority customer segments and have a go-to-market which will focus on premium partners. We believe as the leader in the exchange market, it is our responsibility to have a premium marketplace on behalf of the end advertiser and end publisher to allow them to transact their business in a brand safe exchange environment.
