Like any good service provider, an ad network wants to help its clients do business more efficiently. Provide sufficient scale and great optimization to help advertisers get users at the right price, and to help publishers maximize ad revenue, and those clients are with you for the long haul. But the traditional online ad market has made it hard for most networks to deliver those results.
Ad networks have always operated as private markets, closing off access to their media and buyer/seller information. It’s been less of an issue for the few biggest players, who have used that privacy to dominate the market. But others have had to figure out a way to fill in their gaps in supply and demand. Their solution—trading with each other—has created new problems.
When networks inter-trade, they trade across different platforms, with different pricing structures, counting methodologies and other disparities. Controlling content of ads and sites becomes impossible. Buyers and sellers see discrepancies in reporting. Reconciling payments becomes a formidable task.
It’s a market full of friction, and it makes it harder for everyone to do business.
Run your network on the open exchange and solve the problem. With open access to all buyers and sellers on a common platform, you no longer have to look elsewhere to increase scale. If, at a given moment, you lack needed inventory, you naturally acquire more in the exchange. Likewise, if you run out of paying ads, buyers are available in the exchange.
Share a common platform (with a single counting methodology and set of pricing structures) with other networks, advertisers and publishers, and you eliminate friction. Add Media Guard , a built-in regulation system that protects publishers and advertisers from harmful ad content and sites, and you’ve created the perfect environment for your clients to do business efficiently.
The few behemoths no longer have to dominate the market. The playing field has been leveled. Now you have the opportunity to prove your value to an enormous community of buyers and sellers. Join the Right Media Exchange, deliver great results to the community, and let that community help you grow your business.
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