After a hiatus from ad tech, Brian O’Kelley is back with Scope3, a new startup to help ad tech companies reduce their carbon emissions. The cynical POV: He’s cleaning up the mess he helped make. It’s a fair criticism, O’Kelley says: “I take accountability for my role in this.”
A lot of ink has been spilled about the value of a publisher’s first-party data, but publishers can’t effectively monetize their data programmatically if they don’t have a standardized way to categorize it. On Monday, ArcSpan released Contextual APP, a data processing tool that enables publishers to structure their first-party contextual data into salable audience segments, including seller-defined audiences, using the IAB Tech Lab’s content and audience taxonomies.
This article is based on interviews with participants. Martin Kihn speaks to all the main players. It was inspired by Microsoft’s supposedly surprising selection as Netflix’s ad tech partner. But driven by the acquisition of AT&T’s Xandr, that’s just the latest chapter in a breathtaking adventure of pivots, write-downs, partnerships and potential.
Now that Right Media Exchange (RMX) has been officially sunsetted by the powers that be, the Yahoo Ad Exchange has become a private marketplace of sorts, where demand can plug into Yahoo-owned and -operated supply. Yahoo has made a concentrated effort to streamline its ad business in the past year. The company used CES 2014 as […]
Yahoo is mothballing some of the most prominent and widely known parts of its ad tech system, including pioneering real-time bidding platform Right Media and its data management software Genome, executives announced at the company’s CES presentation. And in their place, Yahoo Advertising will serve as the umbrella for a variety of capabilities, with the […]
Yahoo is making an unspecified portion of its reserved inventory available to demand-side platforms (DSPs), months after display rivals like AOL pledged to put its guaranteed placements on exchanges. Read the release. When Yahoo acquired ad exchange pioneer Right Media six years ago for $680 million, the portal was seen as taking steps far beyond […]
On paper, the combination of Henrique de Castro, Yahoo’s chief operating officer, Brian Silver, the former Travel Ad Network CEO who became Yahoo’s VP of ad platforms over a year ago, and AOL Networks CEO Ned Brody — who just resigned from that post — as head of ad sales for Yahoo North America, sounds perfect. […]
Is this the beginning of the end for Yahoo’s Right Media Exchange? According to All Things D’s Peter Kafka and confirmed by a Yahoo blog post, Google’s AdSense ad network will be among the monetization solutions embedded within Yahoo’s owned and operated properties. The global deal covers inventory on Yahoo’s owned and co-owned properties (think […]
Even before ex-Googler Marissa Mayer became Yahoo’s latest CEO two months ago, rumors were circulating that the company had been planning on selling off its Right Media Exchange. And as much of the attention around Yahoo’s programmatic ad platform strategy swirled around its “big data” offering Genome, the idea of jettisoning Right Media, the ad […]
Brian Silver has taken over as the head of Yahoo!’s Right Media Exchange in North America. Silver’s LinkedIn profile says his new title is “VP, Ad Platforms for the Americas at Yahoo!.” And Yahoo! confirms his new role saying, “Brian Silver will be joining Yahoo! as Vice President, Ad Platforms for the Americas, reporting to […]
