by Graham Charlton
The Right Media Exchange was launched in 2005 and acts a a stock exchange for advertisers and publishers. It was acquired by Yahoo in 2007 for $680m. It now claims to have over 240 Exchange members, with 8bn transactions a day going through the Exchange.
I’ve been talking to Roger Williams, the company’s director of international marketing, about the workings of the Exchange, the impact of the Yahoo acquisition, and how online ad exchanges may develop in future.
Can you provide a brief summary of how The Exchange works?
The Exchange is a technology platform that is designed to bring buyers and seller of online advertising inventory together (publishers, advertisers, networks and agencies) in order to trade inventory more efficiently via a real time auction.
Sellers place their non-guaranteed inventory on the exchange while buyers establish their targeting criteria and then bid to purchase relevant inventory, impression by impression, through a single platform interface.
Folks, I’m pleased to be able to spend some time with Carol Fitzgerald, President of BuzzBack, a full service online market research company which has developed several really innovative ways to do research. BuzzBack helps a company to understand the likes, dislikes, passions, interests and attitudes of their customer base for a number of purposes which include, but not are not limited to; optimization of the website for improved end-user stickiness and increased conversion rates, introducing new content, products/services based on what customers/clients want and what they’d find compelling and memorable. There are many ways that BuzzBack’s market research can be used, but the long and short of it is this; the research the company provides helps companies become more efficient, which in turn lowers operating costs and enhances ROI.
Tom Polanski: Hi Carol, how are you today?
Carol Fitzgerald: Great, thanks. I appreciate your having me here.
Tom Polanski: You were an English and French major in college. When did you discover a passion for technology?
Carol Fitzgerald: Dartmouth was a beta site for the Macintosh when it was first introduced. I have one of the original Mac’s and used it in college. When I attended my first MacWorld Expo for work, I fell in love with technology — from there I wanted to work for a software company.
Tom Polanski: Carol, before we discuss BuzzBack in further detail, I think it would be of great service if we could maybe discuss what it’s like to be a woman, a mom, who’s President of a company. You have twins, right?
Carol Fitzgerald: Yes, that’s right. They’re 11 years old now, so it’s a bit easier than the early days. But life is a constant juggle and balance. Finding the balance is tough for any Mom, working or non, as time to yourself becomes non-existent. For me, our exciting growth as a company makes it more stressful, but it’s super-motivating also.
Tom Polanski: Folks, I’m very pleased that Diana has found the time to spend a few moments with us today. Hi Diana, I hope that you’re doing well.
Diana Nelson: Thank you Tom. I am and how are you?
Tom Polanski: I’m doing great. Thanks for asking. You bought Kazoo Toys didn’t you?
Diana Nelson: Yes. I purchased Kazoo & Company is 1998 and launched Kazoo Toys in 1999, The Good Toy Group Catalog co-op in 2000 and Kazoo Global in 2008.
Tom Polanski: Why did you target Kazoo Toys for purchase?
Diana Nelson: I looked at an assortment of companies. Franchises, coffee shops, box and tape companies and nothing felt like a good fit. Nothing felt like coming home. I also looked at corporate positions within Fortune 500 companies and going back into the corporate fray. That did not feel right because I knew I needed to find a firm that allowed me time with my sons and cash flow. Nothing fit easily. One conversation led to another and I approached a business (Kazoo) that was not on the market and it was NOT for sale. Of course they stated no they were not interested and not for sale. My comment to them was: “The best things in life are not for sale. Can’t we talk?”