In a probable attempt to help advertiser targeting of its Right Media ad exchange network, purchased in April last year, Yahoo has announced the integration of LucidMedia’s (formerly Entrieva) ClickSense contextual matching engine.

What does this mean? Right Media has a fragmented network of small- and medium-sized publishers, which only make sense in the eyes of an advertiser in aggregate. Much like Technorati, which has recently made blog tags the basis for assembling verticals for advertisers to its Technorati Media ad network, Right Media will use ClickSense to categorize publisher inventory in order to build the basis for higher CPMs through more relevant ad delivery.

Because Yahoo didn’t choose to extend its own in-house contextual matching solution, presumably used for the Yahoo Publisher Network (YPN), to Right Media, I can only assume that it expects to pick up some of LucidMedia’s technology and process for possible integration into YPN. LucidMedia provides front-end interfaces for both publishers and advertisers with a dashboard view into categorized inventory:

This entry was posted on Wednesday, August 6th, 2008 at 6:06 pm and is filed under Online Advertising. 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.