Surprise Winner in Portal Alliance: Right Media

RMX's Yahoo inventory trumps AppNexus's technology, say insiders

When Yahoo, Microsoft and AOL announced in November that they would begin formally sharing nonpremium inventory, many in the industry speculated whether Yahoo’s Right Media Exchange (RMX) or Microsoft-backed AppNexus would emerge the partnership’s go-to ad exchange. We may have a winner, and it's not the platform most insiders expected.