Yahoo ad exchange ups transparency
Right Media, the Yahoo-owned ad exchange, is to allow advertisers to choose which sites they run across in a bid to boost transparency.The introduction of Marketplace Select, a global tool that's optional to use, will enable buyers to control where their ad appears.A buyer can ask for an ad network or publisher selling inventory on the exchange to create a site list. They can then vet the list to approve the sites it would like to appear on.Roger Williams, director ...
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