It’s becoming more apparent every day that advertisers, publishers and networks want a more open and fair way to buy and sell online media.

Two great examples in the last couple of days include “Google & eBay in Ad Industry Shootout” about the race to create “ADSDAQ” for trading media; and “Advertisers, Agencies Float $50 Million Plan For Media Trading System.” Also, two people prominent in our business have proposed creating a trade group dedicated to openness, fairness and standards for citizens’ media. At Right Media, we offer Jeff Jarvis and Jarvis Coffin a hearty hurray!

Jeff Jarvis issued a rallying cry to liberate citizens’ media from the tyranny of friction in the ad marketplace. His New England co-conspirator, BURST! Media’s Jarvis Coffin, has taken a principled stand favoring openness, measurement standards and research for all who oppose “Google’s growing hegemony over advertising.”

Right Media CEO Mike Walrath calls this revolution a chance to build a better new media worldview in which the market is “liquid and transparent, and more access to information benefit[s] the buyer, seller and value-adding intermediary who embrace an open marketplace for advertising.”  http://www.rightmedia.com/articles/92/1/The-Media-Revolution.

The Right Media Exchange already provides an open environment in which numerous advertisers and more than sixty ad networks – much like Mr. Coffin’s – compete among themselves to buy more than 60-billion impressions monthly on blogs, small websites and media giant sites alike. It’s a wide open auction-based marketplace that already does what Mr. Jarvis called for: It provides advertisers and media the ability  to “gain control and increase their effectiveness and their value,” free of the walled-in system approach favored by Google and other closed networks.

You can count Right Media in as a charter member of the trade group being established for citizens’ media. Among other contributions, we will make available our Media Guard advertising creative auditing system that assures publishers that any subscribing network will only deliver ads that meet their specific criteria for content. No more unfortunate juxtapositions of racy ads on kids’ pages or seizure-inducing animations on quiet content pages.

The media revolution is here. Forward-looking companies such as Right Media and BURST!Media plan to be among its leaders. We encourage everyone who has a stake to tear down your walls and let liberty and prosperity flourish.

This entry was posted on Wednesday, May 10th, 2006 at 12:00 am and is filed under About Right Media, Right Media Exchange, Advertisers, Publishers, Ad Networks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.