Yahoo to shut Down right Media change

After folding in proper Media into Yahoo ad trade closing yr, the company is reportedly sealing off the vestiges of the proper Media exchange to 3rd parties.

AdExchanger reviews that sources have instructed them that “Yahoo is ultimately shutting down the alternate for all non-Yahoo owned and operated networks and publishers.”

Lack of consideration and funding via Yahoo in proper Media exchange ended in the dimming of what used to be as soon as a pioneering undertaking. Yahoo acquired proper Media in 2007 supply it display advert attain beyond its own network of web sites. The AdExchanger article has a excellent rundown of the history of the suitable Media alternate’s decline over time. Shutting it off manner Yahoo’s focus will be on Yahoo ad change and the sorts of top class inventory that Marissa Mayer has made a precedence.

The article goes on to surmise that Flurry shall be filling in.

“word is, Flurry will exchange that stack and it’s about time,” an business source informed AdExchanger, noting that RMX “has been a swamp” and that ROI was not “justifiable.”

Yahoo got Flurry, a cellular advert community and app analytics platform in July 2014. In December, Yahoo added get entry to to Flurry’s mobile video inventory through its top rate ad buying instrument, Yahoo ad manager Plus. earlier this week, the ideas pronounced that Flurry’s stock could also be bundled throughout the Yahoo network and offered throughout the company’s cell and native ad marketplace, Gemini.

Yahoo supplied this commentary to AdExchanger:

“Yahoo is progressing the Yahoo advert exchange to extra correctly replicate its position in our trade strategy. Yahoo ad exchange will proceed to be residence to display stock for Yahoo websites and different hand-selected top class web sites. we will be able to continue to purchase display inventory on behalf of our advertisers, using Yahoo programmatic buying tools linked to different marketplaces.”

about the creator

Ginny Marvin

As third Door Media’s paid media reporter, Ginny Marvin writes about paid affiliate internet marketing topics including paid search, paid social, display and retargeting for Search Engine Land and advertising Land. With greater than 15 years of selling expertise, Ginny has held each in-house and agency management positions.