Edelman, Benjamin. “Ad Classification at Right Media.” Harvard Business School Case 909-032, December 2008. (Revised June 2009.) (educator access at HBP. request a courtesy copy.)
Right media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse requirements, and the dynamics of policy enforcement when market participants are competing intensely.
Teaching materials:
Ad Classification at Right Media – Teaching Note (HBP 909037)
Ad Classification at Right media – Slide Supplement (HBP 911038)
Ad Classification at Right media – Slide Supplement (widescreen) (HBP 914054)
Ad Classification at Right media – Pre-Class Slides (HBP 911037)