Essentially, through its "in-house" ad network, 24/7 Real Media, Group M will be able to cookie users that visit client sites and begin tracking behaviors. Then, on the Right Media Exchange, inventory will be purchased.
If a user who has visited a client site shows up in the Right Media inventory, the user can be shown ads that are relevant to based on the behavior which has been tracked. A valuable opportunity for advertisers that will only serve to increase publisher yields as inventory becomes scarce.
The one hiccup to this strategy is the privacy concerns around cookie technology, but thus far, the online advertising industry has dodged this bullet.
Given the hysteria around Yahoo!'s near-acquisition by Microsoft and all the madness going on at the executive level, this appears to be a good piece of news for a change. The Right Media Exchange, like all exchanges, needs more clients, more liquidity to realize the opportunity of the efficient advertising exchange model.