From MediaPost’s article “DoubleClick’s Ad Auction Plan Sweetens The Deal”
Of DoubleClick’s potential for success, Wittlake added: “DoubleClick has the potential to hit the ground running because it can bring its stable of publishers. Right Media talks about the number of participants it has and its thousands of sites, but they’re mostly represented by a network; they don’t have direct relationships with publishers directly.”
Nothing against Eric Wittlake who said the above quote, but that’s just not true. Right Media has a stable of direct relationships with large publisher clients on our PMX product, and has direct relationships with over a thousand small and medium-sized publishers through our RMX Direct product.
It may not be completely true but I agree with the jist of his statement. There doesn’t seem to many scalable mainstream sites in the network outside of user generated content and chat/IM/desktop apps type stuff. It seems to be mostly “re-vended” network impressions.
Not sure what the level of scalable mainstream sites are, but we have the likes of Yahoo, CNET, the Fox Interactive properties, etc., and a large backlog of signed contracts waiting to get implemented.
Combined with the 1000+ publishers in RMX Direct and you’ve got a lot of publisher relationships, many high quality ones as well.
I will agree that many of the publisher clients are user-generated content, but those are also the sites that obviously have the biggest problems monetizing inventory on their own. Therefore they have the most obvious need for an exchange.
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