Last week, several demand-side platform (DSP) companies were informed that their advertiser clients could no longer buy Yahoo remnant, display ad inventory through their DSP seat on the Right Media Exchange (RMX).
Instead, those advertisers need to get their own seats on RMX if they want to buy Yahoo remnant display ads.
News broke last week that Yahoo would make this a requirement going forward, but today the company is announcing a grace period until January 11.
This still leaves clients with many concerns and unanswered questions.
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In general, we get it. Yahoo is working to consolidate and increase revenue. This makes sense. What does not make sense is the "seat" requirement with the contracts they are requiring from advertisers. This is not industry standard, and leaves us having to work harder to execute contracts and get people on board all the way up to the CEO.