Yahoo Adds Gannett to Locals Roster
ADOTAS – Building on the success of its partnership with the Newspaper Consortium, Yahoo has struck a local advertising and content partnership with Gannett that it says will allow the news provider to reach up to 80% of audiences in each market.
During a phased rollout beginning this quarter through 2011, Gannett’s 81 newspaper sites will sell Yahoo advertising inventory and donate local content to be used on Yahoo’s many sites, including the homepage. In addition, seven Gannett broadcasters will also sell Yahoo! advertising inventory.
Through the APT platform, local advertisers working with Gannett will be able to take advantage of Yahoo’s audience targeting tools based on geography, user demographics and interests. Sales reps can offer these tools on Gannett sites, Yahoo sites and the sites of other publications using ATP.
Cemented in 2008, the Newspaper Consortium partnership involves 800 newspapers, including Hearst Newspapers and The New York Times Regional Group, and has already sold more than 40,000 local ad campaigns onto Yahoo!
“Local advertising continues to be an important area of focus for us, and Yahoo! is committed to helping local businesses reach high quality target audiences,” said Hilary Schneider, executive vice president of Yahoo Americas. “This partnership significantly expands our local offering and gives advertisers the technology and scale they need to reach online consumers.”
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