Fox, Tribune to auction some ad space on Web sites – by Reuters
Reported by Reuters:
September 11, 2006
The publishers will use a product called Publisher Media Exchange from Right Media that they can adapt to their own Web sites. Right Media said on Monday the PMX system will help the publishers consolidate ads on pages, such as older archive news, on their own auction-based platform, enabling advertisers and online ad networks to compete for each consumer viewing an advert in real-time.
Companies using the PMX system include News Corp. Inc.’s Fox Interactive Media, home to social networking Web site MySpace, and Tribune Co., which owns several major newspaper Web sites, including chicagotribune.com and latimes.com. Others include search network LookSmart, blogging service Six Apart and Tickle.
The auctioning of ad space or advertiser links in real-time has gained currency in recent years following the success of products such as Google Inc.’s AdSense and AdWords products, which are both automated. Companies such as Yahoo Inc. have also had success with similar models. The publishers will also have access to the external Right Media Exchange, which includes more than 11,000 buyers and sellers of online advertising.
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