New York based RightMedia has launched a beta version of a new advertising system that lets website publishers participate in multiple ad networks and automatically display ads from whichever network will pay the highest price per impression for their ad space in real time bidding. The service, called RMX Direct, also has a filtering system to prevent malware distribution through ads and enforces publisher criteria.
RMX Direct will officially launch in September but is opening up beta accounts now. RightMedia has offered a more complicated enterprise version of the system since April 2005. While the enterprise system has more than 50 participating ad networks to chose from, RMX Direct is starting out with only 8 but will increase in time.
Publishers who get paid well by AdSense are unlikely to gain a whole lot from RMX Direct, but many users are liable to find better payment through competing alternatives.
The most likely use scenario is for site publishers to tell the system what CPM they get paid by AdSense (not a participating network, so calculating from CPC if needed) and then join a number of other participating networks. In instances where another network would pay more than AdSense, then that network’s ads are displayed. The bidding includes factors like geographic location of each impression and conversion rates for the site and user (cookies). Bidding goes on in real time relative to predetermined campaigns – the enterprise version of Right Media currently runs 30,000 auctions per second.
Ad placement, size and other factors can be administered through the RMX Direct dashboard, publisher preferences can be set and a forum can be used to discuss and rate the various networks. It’s quite a straightforward system, given how complicated the options are and how early it is in development.
The MediaGuard system is particularly interesting. Ad based malware hit the headlines last month when thousands of computers were infected from ads served up on MySpace. RMX Direct runs all the ads from participating networks through an automated tool that tests each one for spyware, popups and ActiveX installs. RMX Direct won’t show any ad if it detects any of those. The ads then go through 2 human editors who tag them with terms like distracting, dating and sports.
Publishers can chose which categories to block. Ads can even be blocked on the basis of excessive punctuation, the presence of the word “Free,” sexual orientation or disability based attacks or religious content. Those are just a few of my favorite criteria on a long list. As you check off boxes to block ad types by tag, the percentage of available ads in the system changes in real time. It’s a fun system to use.
Future developments will include RSS reporting, blog platform plug ins so that reporting data can be viewed from your blog’s dashboard and more.
Looks like an interesting and innovative system that could work well for publishers seeking to leverage alternative ad networks.
It will be interesting to see which networks sign up for this. For example, I use Burst! heavily on one of my sites and would want to see them on this.
Also – what happens if not all of the networks approve you?
I definitely think this has potential. Will be interesting to see if it comes at a cost or if the model provides revenue derived from the agencies that participate.
Check out the RMX Direct blog for more detailed information (http://rightmedia.com/symple/) – there’s a lot of great stuff there.
Also, the service is completely free for publishers!
What’s their revenue model?
Sounds pretty cool… I want to check it out… I just requested an invite. I hope that they will respond back soon. I am all about making some money! If you know me…. then you know that I desperately need it!
Hi DNL,
The revenue model is that we charge a fee from the RMX Direct ad networks who are bidding for a publisher/blogger’s inventory.
I’ll look out for your beta invite “Blog the Internet”.
Good to see this here. I have been using this system for a few days and love it. Sign up folks its a must test out if you are a publisher.
I e-mailed Burst and Tribal on this new service. Both said they will not be supporting this rmx direct thing. It will be interesting to see if right media can lure any outside networks into their system; I would be against it. While they can intice the networks which use their platform; the true test is to see if other networks not associated with right media will paid for this. Why networks which use this system would paid for this feature really makes no sense. Especially when they could be in the system w/o paying for the service. I am sure other networks that use their yield manager system had seen this before; thus they did not opt for it. Networks which use the right media system are basically cpa networks which convert into an eCPM. From what one of the reps with the networks that use their system told me, they have a low paying network rate for all publishers as a base to start with. That rate is lowered or raised based on cpa acquisitions. Your site brings in no acquisitions, you get a really low cpm. The screenshots do no justice, as they are not typical rates a publisher receives. Most of the cpa offers are from azoogleads or cpaempire. You could make more on cpa campaigns by bypassing right media and going direct.
In all actually, right media is not helping the publishers, they are hurting the publishers. With this new breakthrough technology, they are turning the internet, which was mostly cpm and cpc campaigns in to more and more cpa campaigns. There are only two parties which win in this scenerio; the advertiser and right media. The publisher gets the short end of the stick (real short). The advertiser gets the free advertising, since they do not pay on impression or click, only acquisition (I.E. sale, lead, registration, etc.). Right media wins cause they get the fees from the use of the system. Hence, no major publisher or network (Burst/Tribal/247/etc.) will utilize this system. With their system, it is truly like sleeping with the enemy.
I disagree it provides me with ease of use. I’m lazy. I would rather have a 3rd party deal with finding me advertisers and dealing with the business side of the relationship.
I run a bunch of sites and I’m testing it on my new ones. As it grows I expect some strange increases. too bad for the advertisers who opted out.
Christopher, thanks for the discussion but you have some misinformation. I’ll address your points in order:
1. We’re currently in discussions with numerous networks who aren’t part of the Right Media Exchange (powered by Yield Manager). Some of them are very interested in RMX Direct and are watching closely.
The reason networks on the Right Media Exchange pay to be part of MRX Direct is to get access to quality publisher inventory. There hasn’t been a Right Media Exchange network we’ve offered this to that has declined to participate. We’ve limited the beta to the current eight networks listed, more will be added in the future.
Plus, regardless of the networks involved, the tool only serves CPM ads that are higher than what publishers earn from outside networks such as Burst, Tribal, Adsense, etc. How is that hurting publishers exactly? By guaranteeing they make more money?
2. “From what one of the reps with the networks that use their system told me, they have a low paying network rate for all publishers as a base to start with.”
That isn’t true.
“That rate is lowered or raised based on cpa acquisitions. Your site brings in no acquisitions, you get a really low cpm.”
As I mentioned above, RMX Direct is CPM-only campaigns. Publishers who do deliver better click and conversions will get higher CPMs, and that’s actually how every ad network works. Tribal or Adsense publishers who deliver more results get paid more.
“The screenshots do no justice, as they are not typical rates a publisher receives.”
Define typical. And, as I mentioned, we’ll only serve ads from RMX networks IF it beats the other networks you’re managing. No risk.
“Most of the cpa offers are from azoogleads or cpaempire.”
100% false. There are hundreds of direct advertisers on the Right Media Exchange, as well as over 50 ad networks with sales teams selling deals of all different pricing types. But to repeat yet again, RMX Direct is CPM only.
3. “In all actually, right media is not helping the publishers, they are hurting the publishers. With this new breakthrough technology, they are turning the internet, which was mostly cpm and cpc campaigns in to more and more cpa campaigns.”
Hmm, RMX Direct is CPM only, so….that really is the opposite of turning the internet into CPA campaigns.
4. “The advertiser gets the free advertising, since they do not pay on impression or click, only acquisition (I.E. sale, lead, registration, etc.). Right media wins cause they get the fees from the use of the system. Hence, no major publisher or network (Burst/Tribal/247/etc.) will utilize this system. With their system, it is truly like sleeping with the enemy.”
I won’t repeat why this is wrong again, but major publishers do in fact work with us, as well as some substantial networks. Networks who aren’t currently working with us generally don’t want to participate in an OPEN marketplace where they have to COMPETE to win the publisher’s inventory.
They’d prefer to keep the publisher’s inventory captive for themselves and then default all the impressions they can’t serve a campaign to. We’re open to working with these networks, and we promote the idea that publishers should work with as many ad networks as possible. RMX Direct allows that to happen, what kinds of tools are those ad networks providing to allow publishers to make the most amount of money possible?
Great discussion here. Just wanted to jump in and make sure one point is crystal clear.
It’s a mistake to assume that if a network isn’t a RMX Direct featured network, that they don’t participate in the program and aren’t supported. Because RMX Direct is a free publisher ad server/inventory management tool, any network a publisher uses is automatically supported.
Just like DART, OAS, Falk, Atlas etc. RMX Direct allows a publisher to traffic re-direct tags from other networks, which will compete in the real-time auction based on historical performance. Tribal and Burst may or may not elect to participate in RMX Direct as a featured network (we’d love to have them), but each publisher can and should choose how they manage their network relationships for maximum revenue.
As Pat makes clear, not all networks want to compete for inventory…they’d rather have captive access to publisher impressions. RMX Direct makes sure the publisher benefits from as much competition as possible.
Thanks to all for the support and the fine discussion here.
-Mike
We are already using RMX on our network and are very satisfied with the results. Great Support so far.
Hello,
Christopher I think instead of assume things if you join RMX-D and test things yourself,
I m one of RMX-D beta tester and I assure you its true CPM based program, they have good campaigns for all regions, I have major traffic from India and satisfied with their rates.
Also within RMX if you want you can use 3rd Party network like Burst, Fast click without issue. RMX-D is feature rich application I must say apply for beta and test it and I sure after using this system few days you cant live without RMX-D J
I think you have one miss understanding that on CPM based ads you just have to paste adcode on your page at any location.Buddy Advertisers who Invest money requires results all CPM based network give you rates based on your ad performance.
Regards
Tauseef
RMX Direct has been exactly what I’ve been waiting for as a smaller publisher. I manage my ad networks, direct deals and traffic in third party networks all in one tool. Also, the advanced targeting options is by far the best that I have used, even compared to ad servers that I have installed locally. It is amazing that it is all free to me and I have the best chance of getting paid on EVERY impression.
So far the tool covers the areas that are most important to me: Easy to use, flexible (able to handle all of my ad needs) and most importantly, makes me more money.
I have seen a deeper ideat previously at: http://nektra.b...nge-market.html
I think it’s better if anyone can participate.
It seems cool, but in long run, can it deliver things? I doubt so.
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