Right Media launches RMX Direct for publishers

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Ad network Right Media Jan. 29 launched RMX Direct, a n ad inventory exchange designed for Web publishers.

The system aims to increase overall CPM by maximizing revenue on each ad impression that a publisher sells by auctioning off the spot in real-time. Participants in the automated auction include the publisher's partner ad networks and select ad networks in the Right Media Exchange, the company's flagship offering launched in April 2005.

The Right Media Exchange was designed to allow direct interaction between advertisers and publishers. RMX Direct lets publishers customize their own network of ad networks. Member networks see the characteristics of each ad impression such as the user's geography, frequency of ads they have viewed, and other user data to inform each bid.

Right Media, New York, hosted 750 publishers and served more than 11 billion ad impressions during the system's private beta period. Publishers that are currently using the system include CheatCodes.com, ProfileJewels.net and Star Media Group.

RMX Direct also includes Media Guard, an ad classification system that filters out potentially harmful ads for publishers.

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