Infectious aims to use Right Media to bring greater efficiencies across the online media buying process and execute data-led campaigns, to increase return-on-investment for its clients.
Right Media is an online ad exchange that brings together buyers and sellers of online ad inventory. The outfit was bought by Yahoo for $680m (£348m) in April 2007 and has since struck deals with major media players to extend its reach.
The exchange claims that its 240 members bring with them more than 80,000 buyers and sellers who trade in excess of eight billion impressions a day.
Cocker launched Infectious together with Martin Kelly, the former media director of Agency Republic. The agency offers media planning and buying across digital media, with Kelly responsible for planning and Cocker for buying.
This article was first published on mediaweek.co.uk