Right Media has launched a new solution for large online publishers to create their own white label media exchange to sell non-premium inventory more efficiently and maximize revenue.

Announced at the iMedia Brand Summit in Henderson, Nevada, Publisher Media Exchange (PMX) empowers publishers to consolidate inventory on their own auction-based platform and enable advertisers and ad networks to compete for every impression in real-time.

"Top-tier publishers with billions of non-premium ad impressions have to think strategically about turning all of those undersold assets into real revenue," says Michael Walrath, CEO and founder of Right Media. "When publishers simply put that inventory in the hands of third-party intermediaries, they inevitably leave money on the table. PMX is a simple and efficient solution to regain control of and restore value to inventory that has been set adrift."

Right Media partnered publishers include Community Connect, Fox Interactive Media, LookSmart, Six Apart, Tickle, Tribune, and WomensForum.