Right Media, home of the Right Media Exchange, has launched a solution for online publishers that enables them to create their own white label media exchange to sell non-premium inventory. The Publisher Media Exchange (PMX) allows publishers to consolidate inventory on their own auction-based platform while advertisers and ad networks compete for impressions in real-time.

PMX is based on the same technology and methodology used in the Right Media Exchange and includes an audit system to block harmful ads, the ability to traffic non-participating networks, integration with legacy billing and data systems, and several other features.

Top-tier publishers with billions of non-premium ad impressions have to think strategically about turning all of those undersold assets into real revenue, said Michael Walrath, CEO and founder of Right Media. When publishers simply put that inventory in the hands of third-party intermediaries, they inevitably leave money on the table. PMX is a simple and efficient solution to regain control of and restore value to inventory that has been set adrift.

Some of the first publishers to sign onto PMX include Community Connect, Fox Interactive Media, LookSmart, Six Apart, Tickle, and Tribune. These publishers will also have direct access to the Right Media Exchange.