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businessinsider
NEW YORK (AdAge.com) -- Yahoo's latest brand overhaul? Taking its ad exchange up market.
Today the online portal will start to reposition Right Media Exchange to agencies and ad networks as a "premium exchange" in the hope that major advertisers will feel safe buying inventory. At the same time, it will try to shed a reputation that the trading platform is full of ad networks that are just dealing inventory back and forth in an arbitrage model.
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