昨天Yahoo公关稿称不出售旗下广告科技公司Right Media，并继续投资Right Media后。今天Right Media 的副总裁公布了Right Media Exchange的特性。小编认为玛丽莎·梅耶尔(Marissa Mayer)是一位懂的人。

虽然公布的特性不算很新，但是却隐隐约约看得出Yahoo的发展方向

特性如下

1.Private exchange的特性，高质量媒体都想进RTB exchange，但是又怕失去控制力，优质媒体对控制功能的渴求可见一斑，此特性能够让媒体阻断不想要的广告。此特性的强调可看出Yahoo非常重视让优质媒体进入Yahoo广告生态圈的策略。

Private exchange 私有exchange 参考请去 http://www.adexchanger.cn/?p=840

2. 能让publisher控制audience在需求方的可见度－这招蛮诡异的，让DSP雾里看花，水中望月。publisher告诉你audience从哪里来，但是不告诉你年龄，又让RTB游戏复杂化了，但是给了publisher一张对赌牌。

3.能阻断跟踪者特性- 一次广告展示，好几个科技公司跟踪，拿数据。要知道数据也可以卖的，此阻断特性能控制并建立广告科技公司与publisher之间的关系，所以又给publisher一个收入来源。

4.Open RTB－开放式实时竞价，许多publisher 自己有技术团队，想到处逛一逛比一比，接一接拔一拔，that’s fine只要遵循了Open－RTB规范，我让你接让你拔。

5.地球人定位系统WOEID (Where On Earth ID)－Yahoo在世界上90个国家有分支机构与资源，世界上国际飞人很多，并且用翻墙软件的也有，今天你在纽约，明天你在上海，后天你在冰岛。所以地球人定位系统，能够颗粒状的分析你到底是哪里人？淘汰传统的geo定位，以免浪费广告主的钱。

原文如下：

–Competitive Exclusion,a private exchange-like feature, where publishers can block ads based on certain landing page domains or subdomains. “This will help publishers better manage channel conflict,” said Silver, who was named Right Media’s chief at the start of the year.

–Inventory Visibility:This is actually “Phase 2,” which lets publishers customize the kinds of RTB inventory available, while masking data around age, gender and IP address.

–3P Beacon/Pixel Filtering:This feature enables sellers to detect the beacons, pixels or cookies being used in an ad tag. It can also identify many of the third parties that are placing them. A complement to the Competitive Exclusion feature mentioned above, the filter helps create white lists and block lists.

–OpenRTB:What’s the point of giving sellers more control if the inventory isn’t easily accessible? “Buyers will be able to access RTB supply through Right Media via their own bidding technologies, which helps buyers gain access to new inventory and Open RTB-enabled suppliers with increased demand,” said Burke.

–More Granular Targeting:More red meat for advertisers. “Right Media is available in 90 markets,” Silver said. The goal here is the help buyers target countries at a much more granular level than they had been able to previously. Buyers can use WOEID (Where On Earth ID) to target at an individual country level.