The drama unfolding at Yahoo continues to have twists and turns. The latest is AOL showing interest in having Yahoo buy it, an idea that was floated on Friday and shot down nearly as quickly.
But there is little doubt that Yahoo is open to a sale of some sort. The company has used the code words to this effect, saying it would review its “strategic options.” While it’s always a mess to untangle a company, there’s the possibility Yahoo will unload Right Media, the ad exchange it bought back in 2007. Adexchanger’s John Ebbert envisions just such a scenario.
Yahoo was early to the ad exchange business. It pioneered the move to Wall Street-like bidding coming to online advertising. But by most accounts, it has failed to innovate as quickly as the rest of the industry. Its slow adoption of real-time bidding, for example, was often pointed to as an example of how far behind it had fallen. It’s now without its leader, too, as Right Media head Ramsey McGrory’s last day was last week.
But where would Right Media go? Microsoft would seem the obvious candidate. It already has a deal to handle Yahoo’s search advertising, so adding in its non-guaranteed display makes sense on paper. Ebbert points out that Microsoft could be shy due to its patchy record on ad tech acquisitions, as evidenced by the aQuantive deal. Another option could be combining Right Media with App Nexus, the Microsoft exchange partner that’s independent but is partially owned by Microsoft.
Plenty on the buy side will root for Right Media to find a home where it can thrive. It’s clear that the many management changes and shifts in direction at Yahoo hurt Right Media from acting as a true counterbalance to the weight of Google. While Yahoo has dithered, Google has plowed ahead with a vision of recreating an end-to-end system in display that rivals what it has in search. That understandably gives advertisers and agencies some pause. While everyone agrees the display-ad system needs less complexity, few want to go in the direction of a Google-dominant market.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Member ExclusiveMedia Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.