Yahoo?s Right Media is rolling out a new feature that will let publishers, advertisers and agencies buy and sell mobile ads for smartphone and tablet browsers on the same platform they currently use for PC display advertising.

Via the new feature, Right Media advertisers can get access to mobile inventory. Additionally, sellers will be able to work with a range of advertisers and ad networks using the new features.

?Right Media operates the first and leading global display advertising exchange,? said Eran Metzer, senior director at Yahoo Marketplaces and co-head of Right Media, New York.

?Our marketplace and technology helps drive maximum performance and yield for buyers and sellers,? he said.

?Mobile is growing in importance in the digital marketplace and by allowing seat holders to buy and sell mobile ads for smartphone and tablet browsers on the same platform they now use for PC display advertising, we provide a more efficient and liquid marketplace.?

Since Yahoo acquired the Right Media in 2007 the company has been working to build an exchange with more than 300,000 active global buyers and sellers and more than 11 billion daily transactions.

Ad platform
The new mobile capabilities that Right Media features includes targeting.

Agencies and advertisers can target by operating system, carrier by country, as well as day-parting and language.

There is also the real-time bidding featured that lets sellers deliver their mobile inventory using the same publisher controls that they currently use for their PC inventory.

Additionally there is the ad serving feature that lets buyers traffic ads into smartphone and tablet browsers.

?Mobile display advertising is where the market is headed,? Mr. Metzer said. ?From a revenue perspective, more advertiser and agency spend is being dedicated to mobile. 

?EMarketer forecasts mobile display ad revenue in the U.S. to be 600 million in 2012 growing to $1.6 billion by 2015,? he said.

Extra features
Via the new creative management feature, advertisers, agencies and publishers can traffic mobile ads and sell mobile inventory using the same options they currently use on the PC.

There is also the reporting feature where the mobile attribute data will be included in three standard Right Media reports ? profit, creative analysis and site/section.
 
?Users all over the globe are utilizing mobile devices and tablets for all the same functions as the PC and mobile use is expected to grow exponentially,? Mr. Metzer said. ?This means two critical things ? the reach of mobile ads will grow over time, expanding to mass audiences. 

?Also, display inventory volume will come from phones and tablets,? he said. ?Now, buyers will gain wider access to premium mobile inventory while sellers will be able to work with a broader range of advertisers and ad networks.

?To make it easier to reach PC and mobile users, Right Media enables the same creatives to be served to both types of users or to mobile users only ? demand and inventory quality controls are standardized, helping to provide the same levels of transparency and safety across PC and mobile ads on the platform.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York