ADOTAS – Discussions with marketers, agency partners and tech providers have encouraged Yahoo! to expand its offerings for selling media. In a new pilot program announced on Monday, the portal has granted DSPs MediaMath, Turn, Data X, Invite Media and [X+1] access to inventory in its ad network on a real-time basis, as well as access to the Right Media Exchange’s RTB capabilities.
The pilot program is designed for Yahoo! to give marketers the audience data they desire, as well as enable the DSPs to form tighter integrations with Yahoo!’s ad network and the Right Media Exchange.
“DSPs have made great strides to provide the largest display media buyers with enhanced technology and services that make digital media more effective overall,” the company wrote on its blog. “We look forward to exploring this exciting opportunity with our pilot partners….”