Brian Silver is named VP, ad platforms in the Americas.
Yahoo 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.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 3, 2015
1:00pm ET/10:00am PT