Right Media, a provider of online ad solutions, announced the launch of Yield Manager, a dynamic pricing platform.

Yield Manager is an open ad management platform where campaigns bid for ad space based upon website vistors' predicted responses. Yield Manager causes each ad request to be individually valued by inviting advertisers, networks and other participants to bid. Right Media says this biding maximizes both the ROI for the advertiser and the overall revenue for the website publisher.

"There wasn't a fair pricing model in online advertising until Yield Manager made the process more inviting and fair," says Robert Bethge, VP, corporate communications, Right Media.

"Our platform is open and although we may lose some competitive advantage by sharing our technology, we still have a strong business by being the transfer point for so many impressions. It's about fair competition and efficiency," adds Bethge.

"Bidding can be an effective way for publishers to squeeze more value out of unsold inventory, much the same way Google and others have done creating a competitive marketplace with search keyword bidding. Since inventory can be sold in many different ways, I don’t see this marketplace as being able to replace ad servers or ad networks, but I do think there’s an opportunity in the market for another model," says Oren Netzer, vice president, business development, CheckM8 and iMedia contributor. 

Yield Manager gives publishers the ability to have networks and advertisers compete for every single ad, regardless of what ad serving technology a participant uses. The company says this competition places a more accurate value on web ad inventory.

"We are addressing the industry's demand for transparency, efficiency and accountability and Yield Manager is the only platform that encourages open and free competition," says Michael Walrath, chief executive, Right Media.