Yahoo's revamped Right Media is starting to look more like Google's AdEx platform, and the change comes none too soon, buyers and sellers say. Netmining president Chris Hansen says executives at Yahoo seem to be paying attention to Right Media now, and that its interface, workflow speed and potential liquidity have dramatically improved. Buyers say they don't like Yahoo's inventory outside its branded sites, with one saying the exchange is "cumbersome, work-intensive, nontransparent, lower quality and less targetable than we want."

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