• by Marc Vigliotti , September 22, 2006

Known to some as the eBay of the Internet advertising marketplace, the Right Media Exchange is a one-stop bazaar for buyers and sellers of Internet ads where two billion impressions are traded daily, representing 100,000 unique ads.

Michael Walrath, founder and CEO of Right Media, describes the Exchange as the only true marketplace for digital advertising on the Internet. "We don't act as an intermediary," Walrath says. "We provide the platform."

The Exchange allows advertisers to control where their ads are placed, and lets publishers tailor their needs to suit their audience.

Recently, however, online ads have become vehicles for viruses and malware. The company recently launched Media Guard to counteract this trend with an application that automatically detects harmful content. The system is supported by human auditors who scrutinize every ad on the exchange for integrity and content.

Walrath describes Media Guard as his company's bouncer. With innumerable criminals lurking on the Web, it better have some muscle.