briansilver

Yahoo's Right Media Gets a New Boss

  |  January 10, 2012   |  Comments

Brian Silver is named VP, ad platforms in the Americas.

briansilverYahoo hired Brian Silver as VP, ad platforms in the Americas, a job with oversight of the company's Right Media ad exchange. He replaces Ramsey McGrory, who left Yahoo three months ago to become Clearspring's CEO.

Silver takes charge at a busy time for Yahoo's ad platform strategy. The company is preparing to block DSPs and other vendors from using Right Media to buy its remnant ads on behalf of multiple clients - requiring those clients to obtain their own direct seats. And its big ad network deal with AOL and Microsoft has required a considerable development effort to achieve interoperability, a process that's still underway. Both are seen as moves to prop up prices and reinforce Yahoo's Fortune 500 sales ethos.

Silver is a veteran of agencies and ad networks, having served as CEO of Travora Media, previously Travel Ad Network. Before that he held operational roles at NetCash and search agency Didit.

He'll report to Joel Jones, Yahoo's VP of ad marketplaces in the Americas. Jones also oversees Yahoo Network Plus and the company's pricing and yield management functions.

Part of his challenge is to help Right Media scale up its support for real-time bidding. The biggest criticism leveled against Yahoo on the sell-side is that it has failed to innovate around bidding technologies quickly enough, and by resting on its laurels has allowed display ad upstarts like AppNexus and Google ADX to steal large publisher and ad network customers. In November, ad network CPX switched its roughly 2 billion daily ad impressions from Right Media to AppNexus.

In a recent interview with ClickZ, Jones said Right Media still serves between 9 billion and 10 billion daily impressions on its most active days. That's flat compared with October 2010, the last time it disclosed ad serving numbers to ClickZ.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs