Yahoo’s ad network Right Media has entered into a partnership with contextual advertising firm LucidMedia to run contextual display advertising across the Right Media Exchange.
Under the agreement, Right Media uses LucidMedia’s ClickSense contextual advertising targeting engine on its ad exchange. Right Media has been running the software in beta since May to test for scalability, but the platform is now up and running.
“We have been working with Right Media for a while now and they have always known that they need to offer their publishers and advertisers contextual ads to make the ads more relevant,” said Ajay Sravanapudi, CEO of LucidMedia.
This will allow media buyers and sellers to contextually categorize their display advertising inventory based on more than 60 vertically focused channels including automotive, careers and jobs, clothing and apparel, finance and sports and recreation.
“For publishers this offers higher CPMs because it is more valuable to offer context. For advertisers, context is a way to optimize campaigns to increase performance,” added Sravanapudi.