R-Right Media Should Classify Advertising Themselves

R- Right Media should classify the ads themselves. Right Media’s current system of having Advertisers classify their own ads was clearly a failure. There are far too many loopholes in the current ad placement category system for Advertisers to take advantage. As Right Media continues to grow, its relationships with the ad networks will also continue to get more informal, thus the exploits of the current system will continue to grow. Right Media classifying the ads themselves would permit Right Media to obtain additional control and features of its Yield Manager software. Controls would need to have refined classification categories, a new design, be scalable, and flexible. New features created by these controls would create customer

The new system would target both Advertisers and Publishers using customer specific targeting. Publishers that are interested in a specific market will be served with specific Advertisers products thereby creating a higher level of value and revenue for Right Media. Additionally, certain behaviors of the Publisher’s customer could create additional value for the Advertiser and revenue for Right Media. Published content on a mobile device could be targeted by the Yield Manager software and could aggregate the data from the GPS chip in the device to even further target ads. Using a large scale data gathering with analytics effort, Right Media could in theory predict the Publisher’s customer’s next purchase and serve the correct Advertiser’s ad before the customer even knew they wanted to make the purchase. A new design of the Yield Manager software would have the ability to retrieve each ad from multiple locations around the world, and then automatically check for differences. During this check, ads that were suspect would immediately be removed from