Search Engine Optimization News Blog

This seems to be a season of alliances and tie ups. The next in the list is Yahoo owned RightMedia and LucidMedia. Where do they see the common ground? They see a whole lot of ground to play with Contextual Advertising. LucidMedia is basically an online contextual advertising company. Yahoo’s RightMedia Exchange which is considered to be the largest advertising platform of the Internet is going to use the services of LucidMedia. LucidMedia is to help RightMedia to display highly targeted contextual advertisements in RightMedia Exchange

The beta phase was already launched in May which has turned out to be a successful partnership between the two giants. This partnership is to take RightMedia to the next rung of their growth ladder. It targets both buyers and sellers the advertisers advertisements that appear on the content publisher’s sites will get more focused and highly targeted with this tie up. RightMedia Exchange will become all the more powerful by providing the buyers and publishers with 60 vertical channels through which the can categorize the advertisement in the advertising inventory.

According to Bill Wise, the General Manager of RightMedia, “LucidMedia’s ClickSense technology will significantly help increase the prospective yield of a publisher’s available inventory and improve an advertiser’s ability to contextually target ads to relevant content and categories through the Right Media Exchange”. RightMedia is hoping to support LucidMedia’s ClickSense in their exchange through this high profiled partnership. Though the tie up is one of the latest outcomes, there was already a good working relationship between RightMedia and LucidMedia. RightMedia gradually came to the realization that the contextualized advertisements are the only way forward for greater success and obviously greater revenue.

RightMedia users can now target their ads through 60 categories that include automotive, finance, sports, clothing and apparel, recreation, etc. If you are a publisher you have some good news with this tie up, you will be able to get higher CPM and for the advertisers too this tie up has something positive to offer, they will be able to optimize their campaigns better and improve the performance.

Publishers will not be able to allow the advertisers to target their inventory through the relevance of the products to the web page’s context. ClickSense has a very powerful contextualization engine which was perfected over a period of 10 years which can now resolve the true meaning of content at the page-level. This tie up which is announced now has a behind the scenes history of several months. The beta phase has shown great scope for the success of this tie up. As we can expect, LucidMedia is really proud to extend the capabilities of ClickSense’s contextualization search engine to RightMedia Exchange. This will increase the conversion rate for the publishers and the success in this area is expected to help RightMedia to fight its competition better.

ClickSense seems to be the most transparent tool that reports up to impression level making it possible for each impression to be tracked.

This partnership is undoubtedly an open effort to capture the Google market.