Case | HBS Case Collection | December 2008 (Revised June 2009)

Ad Classification at Right Media

by Benjamin Edelman


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.

Keywords: Online Advertising; Governing Rules, Regulations, and Reforms; Policy; Market Participation; Standards; Web Sites;


Edelman, Benjamin. "Ad Classification at Right Media." Harvard Business School Case 909-032, December 2008. (Revised June 2009.) (request a courtesy copy.)