How is APT from Yahoo! different from the Right Media Exchange?
APT from Yahoo! will leverage the systems of the largest internet publisher, the first and largest exchange marketplace and the leading online video platform, as well as the combined experience of the teams that built them. APT from Yahoo! is a new platform that expands on the principles of the Right Media Exchange (RMX) open ecosystem, combining the concepts and functionality of RMX with Yahoo!’s ad network. It is a more comprehensive ad management platform with regard to guaranteed inventory, support for rich media, support for targeting, and ad inventory quality controls. While it is a separate exchange, there are future plans to link the two exchanges together. Through APT from Yahoo!, customers will have the ability to buy and sell premium, guaranteed, and non-guaranteed inventory. Businesses can use APT from Yahoo! as an end-to-end solution, or as a supplement to existing solutions. Clients can access Yahoo! and other exchange members’ behavioral targeting, contextual targeting,
