Yahoo Puts Finger in the Dam With WPP
ADOTAS – Beleaguered Yahoo Inc. has just penned a multi-year deal with advertising big gun WPP Group, enabling the company to buy ads on Yahoo’s interactive advertising exchange and place them on Yahoo and its partner sites.
While observers say the deal had been in the works for months, it’s just another brick in the wall Yahoo is attempting to erect around itself – the company recently rejected a $47.5 billion takeover bid from Microsoft and this week the activist shareholder and billionaire Carl Icahn launched a proxy battle to takeover Yahoo’s board.
(A potentially bigger brick in the wall: Yahoo is also reportedly in the process of finalizing a search-ad deal with Google, which it hopes to close next week).
Yahoo’s ad service, Right Media, and WPP’s advertising targeting company, 24/7 Real Media, will be working together on the deal – WPP customers will be able to access data and inventory from Right Media, which will pump up the number of ad impressions they can snag from 24/7.
WPP and Yahoo will also work to develop a WPP marketplace for the company’s ad agencies who want broader access to ad inventory and better places to advertise online.
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