Yahoo Adds Features to Advertising Marketplace

Jul 28, 2011

Yahoo is adding a variety of new features and tools to Right Media, the company's advertising exchange platform. The company plans to provide sellers with greater control over the price, coverage, and visibility of real-time bidding options for ad sales in its RMX ad platform.

The new controls will let RMX sellers control the level of engagement with each advertiser, by giving sellers the ability to choose specific types of ad inventory to offer, as well as the ability to set reserve prices. Users will also have greater control over the extent of data sharing and the ability to analyze bid-versus-buy rates from their various buyers.