Right Media
American online advertising company
Right Media, Inc. was an online advertising company that operated the Right Media Exchange (RMX), a marketplace that enabled advertisers, publishers, and ad networks to trade digital media. Technology providers develop services for the Exchange via APIs.
History
Right Media was founded, in March 2003, by Michael Walrath with brothers Noah and Jonah Goodhart as investors and board members. To fund the development of the initial ad serving, Right Media was a digital media buying service for AOL brands and Match.com. The initial ad serving solution, called Manage, was developed to optimize performance campaigns. Dynamic pricing (dCPM) was first launched in the summer of 2004 to change how display advertising campaigns were managed. At the time, all campaigns were flat CPM and inventory was optimized against performance goals. The new ad server named Yield Manager changed the model to optimize price on each ad call. Shortly after launching dCPM, other ad networks began to license Yield Manager, and the earliest version of the Right Media Exchange was launched in beta in Q3 of 2004.
Begin with the source’s own compact description: “Right Media” is american online advertising company. The dossier treats that line as a proposition to test through Right, Media and American, not as a finished interpretation.
Why this record matters
The phrase “american online advertising company” supplies a clear boundary for inquiry. It also exposes the unanswered questions: who defined that boundary, when it became stable and which sources sit outside it.
The record creator and administrative purpose are central evidence, because official documentation reflects both action and institutional priorities. The source revision retrieved here is dated Aug 17, 2026. The linked authority identifier is Q7333529. 2 of 2 selected statements include explicit references; 0 carry qualifiers and 0 use preferred rank. The first chronological checks are 2003 and 2004.
Institutional narratives can privilege the records that survived while minimizing voices that were never formally collected. The lead is largely declarative, so disagreement and counter-evidence require a deliberate search beyond the opening account. Authority statements aid reconciliation but still require their own references, qualifiers and ranks to be checked.
How to read it
Compare institutional narratives with records created by participants and affected communities. Dates and formal titles are useful anchors, but not substitutes for context.
- Event chronology
- Institutional context
- Locating named record creators
Contemporary correspondence, government or organizational records, oral histories and cited historical scholarship.
Three-step research path
- Establish the record: confirm the title “Right Media”, its source revision and the description used here.
- Expand the search: follow Right Media primary sources, Right Media archive and Right research across catalogues and specialist indexes.
- Test the account: compare the strongest cited source with the responsible institution’s current record and note any disagreement.
Questions for further research
- Which source most directly establishes the central claim about “Right Media”?
- Who created the surviving record, and for what administrative purpose?
- Which voices are present, absent or mediated by the institution?
Search terms from this dossier
This entry incorporates text from “Right Media” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.