Yahoo!’s Right Media and LucidMedia Announce Agreement to Introduce Advanced Contextual Display Advertising on the Right Media Exchange
RESTON, Va. & NEW YORK–(BUSINESS WIRE)–LucidMedia (www.lucidmedia.com), an online contextual advertising platform and meta-network, and Right Media, a Yahoo! company and creator of the Right Media Exchange, today announced an agreement to introduce highly targeted contextual display advertising across the Right Media Exchange, the Internet’s largest advertising exchange. The new capabilities, which first began testing in May, bring a new level of targeting for both buyers and sellers on the Right Media Exchange, helping to ensure that advertisers’ creative display advertisements appear alongside relevant content on publishers’ sites.
Under the agreement, Right Media will support the use of LucidMedia’s patented ClickSense® contextual advertising targeting engine by buyers and sellers on the Exchange, enabling them, for the first time, to contextually categorize their display advertising inventory based on more than 60 vertically focused channels. The channels cover such areas as automotive, careers & jobs, clothing & apparel, finance, sports & recreation and dozens of others.
Publishers that choose to utilize the newly available contextually targeted advertising tags enable advertisers to more effectively target their inventory, based on relevance to their products or services. The ClickSense® deep contextualization engine for advertisers and publishers was developed over nearly a decade to analyze every impression in real-time and determine true meaning of content at the page-level. Today’s announcement follows several months of extensive and successful testing on the Right Media Exchange.
“LucidMedia’s ClickSense technology will significantly help increase the prospective yield of a publisher’s available inventory and improve an advertiser’s ability to contextually target ads to relevant content and categories through the Right Media Exchange,” said Bill Wise, General Manager, Right Media. “We are excited to bring this capability to Exchange participants and look forward to working with the LucidMedia team to deepen the use of ClickSense across the Exchange.”
“Right Media is clearly a pioneering exchange and we are thrilled to extend the capabilities of our ClickSense contextual targeting engine to the buyers and sellers that do business through it,” said Ajay Sravanapudi, LucidMedia CEO. “Contextually targeted ads can be significantly more relevant to users and thus more valuable to publishers, which we believe will ultimately allow advertisers to target their campaigns more effectively and drive improved conversions and return-on-spend.”
“As a network of publishers and advertisers involved in the launch, we have been impressed by the contextual targeting capabilities made available through the Exchange and believe that it will be an important part of our optimization strategy,” said Marc Thomas, Chief Operating Officer of Suite66, an online media company focusing on relevant media planning and buying. “Enabling advertisers to very accurately pinpoint available inventory and target highly relevant ads makes the process more effective and results-focused for everyone involved.”
About LucidMedia:
LucidMedia is an online contextual advertising platform and meta-network focused on optimizing display advertising performance for advertisers and their agencies, as well as ad networks and publishers. Through its patented ClickSense® contextual advertising and targeting engine, LucidMedia categorizes traffic from many of the Web’s most respected networks and exchanges, providing advertisers with a way to more effectively target online advertising inventory and increase their return-on-spend. Formerly known as Entrieva, LucidMedia was founded in 1999 and launched ClickSense in 2004. Using the deep contextualization of its ClickSense platform, LucidMedia has created a revolutionary hyper-targeted display ad network. The LucidMedia Network is the first advertiser-centric ad network that can offer complete brand safety, real accountability, and transparency down to the page-level. Today many of the world’s largest interactive agencies, Web advertisers, ad networks, and ad exchanges are relying on LucidMedia to achieve their advertising revenue goals. LucidMedia is headquartered in Reston, Virginia at the heart of the Dulles Technology Corridor.
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Category: Ad & Media Strategies, Ad Networks and Platforms, Ad Operations, Ad Targeting, Advertising Industry Deals, Internet Strategy, LucidMedia, Marketing Strategy, Right Media, Yahoo
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