Fox, Tribune to auction some ad space on Web sites – by Reuters

September 11, 2006 at 3:51 pm 1 comment

Reported by Reuters:

NEW YORK (Reuters) – Fox Interactive Media, Tribune and LookSmart are among major media owners who will auction non-premium advertising space to generate more revenue from existing Web pages.

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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Entry filed under: advertising, business network, business news, chicago tribune, desktop advertising, fox interactive, google, internet, la times, looksmart, myspace, myspace.com, online, online advertising, online business, online community, right media, social, social media, social networking, social software, software, topix, topix.net, yahoo, yahoo.com.

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