Yahoo recently announced it would limit the availability of unsold ad inventory on the Right Media Exchange (RMX), which is one of TubeMogul’s partners and inventory sources. TubeMogul was not one of the companies restricted by this move and we are encouraged by both the new rules and conversations with clients. To get a better idea as to why, here is our CEO’s response to a recent journalist inquiry on the subject:
We are largely positive on this move. Many of our demand side platform clients already have their own RMX seats. In these cases we may actually benefit as the media liability shifts from TubeMogul to the client. Also, as a media buying platform, we may gain clients that are currently buying from ad networks. Given this move, the only people who will have access to Yahoo real-time bidded inventory is agencies who buy through DSPs. However, there could be some short-term pain for clients that don’t yet have a seat and the time frame for transition is small.
