Right Media debuts ‘transparent’ ad network

This optional solution has been introduced to allow brand-concerned buyers greater visibility and control as to where their ads will appear when they are working with ad network and publisher partners on the Exchange. 

Although important for all buyers, this is particularly so for branded buys, where advertisers have traditionally sought to approve any sites their ads appears on in order to protect their brand.

Marketplace Select is designed to allow an ad network or publisher selling inventory to create a site list, or partial site list, which will then be sent directly to the Exchange buyer. 

Based on the buyer’s feedback, the network will target only those sites that the buyer has approved its advertisements (and brand) to appear on.

Denise Colella, VP International at Right Media, said: “Traditionally exchanges have been viewed as a platform for performance campaigns but even here transparency can be an important factor.  With more agencies and direct advertisers adopting the Exchange and exploring how best to use it to drive branding and performance campaigns, this solution can help give buyers greater confidence to scale their overall budgets on the platform, which ultimately benefits all Exchange members.”