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.



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!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...