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Right Media closes DMX: Not helping premium

Was DMX a tool for non-premium advertisers?  I didn’t think so.  Someone help me out here.

I thought DMX was a tool for non-brand name inventory.  Specifically, I thought DMX was a daisy chain management system that competed with Pubmatic and Rubicon and was getting beat badly.  Positioning this as enabling premium advertising in the exchange seems like an exaggeration and a way to put a positive marketing spin on the orderly shutdown of a niche product without hope at Yahoo.

Someone tell me I am wrong?

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