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Right Media Launches Publisher Media Exchange (PMX) Auction-Based Media Management Solution for Online Publishers; Fox Interactive Media, LookSmart, Six Apart, Tickle and Tribune to Implement High Yield Strategy for Non-Premium Advertising Inventory.

HENDERSON, Nev. -- Right Media (, creator of the Right Media Exchange, today launched a new solution for large online publishers to create their own white label media exchange to sell non-premium inventory more efficiently and maximize revenue. Announced at the iMedia Brand Summit in Henderson, Nevada, Publisher Media Exchange (PMX) empowers publishers to consolidate inventory on their own auction-based platform and enable advertisers and ad networks to compete for every impression in real-time.

Community Connect, Fox Interactive Media, LookSmart, Six Apart, Tickle, Tribune and WomensForum are the first to leverage PMX to efficiently monetize their inventory. By utilizing PMX, these publishers also have direct access to the Right Media Exchange, which includes more than 11,000 buyers and sellers trading digital media.

"Top-tier publishers with billions of non-premium ad impressions have to think strategically about turning all of those undersold assets into real revenue," said Michael Walrath, CEO and founder of Right Media. "When publishers simply put that inventory in the hands of third-party intermediaries, they inevitably leave money on the table. PMX is a simple and efficient solution to regain control of and restore value to inventory that has been set adrift."

PMX is based on the same technology and methodology used in the Right Media Exchange--Right Media's open, competitive marketplace in which more than two billion impressions are traded daily.

"LookSmart experienced the benefits of increased competition immediately when we started working with Right Media," said Bryan Everett, SVP Sales for the publisher of more than 180 vertical search sites. "We sent unsold impressions directly to the Right Media Exchange where they were sold to the highest bidders. By trafficking our chain of ad networks into the system, our partner networks competed with each other and dozens of other buyers for every impression, helping to increase eCPMs within days."

PMX Features:

--Private platform consolidates non-premium inventory

--Real-time auction drives competition for every impression

--Toolsets eliminate hours of manual inventory management

--Comprehensive audit system blocks harmful and unwanted ads

--Easy trafficking of non-participating networks

--Integration with legacy billing and data systems

--Links to the Right Media Exchange to give access to a broader set of buyers

About Right Media

Right Media created an open media exchange to bring more efficiency, value and standardization to interactive advertising. The Right Media Exchange includes more than 11,000 buyers and sellers trading digital media through the company's open, transparent platform. Right Media offers a range of solutions that help these businesses operate more efficiently--from simple exchange access to white label sales programs. Founded in 2003, the company is privately funded and based in New York.
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Publication:Business Wire
Date:Sep 11, 2006
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