More articles by Russell Glass
Yahoo!-AOL-Microsoft: Little Collaboration Necessary
ADOTAS – There’s lots of buzz in the industry about the Yahoo, Microsoft and AOL collaboration recently announced. By all accounts, this is an effort to catch up to and compete with the Google display advertising juggernaut.
When I first heard the announcement, I was dubious. Like tying the Hindenburg to the Titanic was the thought that came to mind. How could these players possibly join together and work collaboratively when they can often barely work within their own four walls effectively?
But as I thought more about it, I think the answer is actually quite simple and elegant: they don’t have to.
If they’re doing what I now think they’re going to do, the partnership will have the following features:
- High-quality RTB inventory;
- Exclusively available inventory (that is, inventory that isn’t available on any other exchange); and
- A platform that the industry has widely adopted and is currently leveraging with their existing bidders.
Here’s the simple beauty of this solution – there is really not much required collaboration between the companies other than basic rules, floors and making the inventory available in an exclusive fashion. They can get it in their own way!
At the same time, advertisers and trading desks will be all but forced to use it. There’s just too much scale to ignore and there is no downside and only upside to accessing this inventory in addition to the other exchange inventory.
Let’s face it, the only reason the Right Media Exchange even still matters at all today is because it’s the only way to get Yahoo Class 2 inventory in a somewhat programmatic fashion. In a similar vein, if access to Yahoo, AOL and Microsoft owned and operated inventory MUST come through this platform, then the trading desks must use it.
Then the final whammy: Facebook. If Team YahMicAOL isn’t talking to Facebook yet, they will be soon. Facebook inventory won’t be going to Google, and if they can control the environment through the right platform, they could be the ultimate addition to this unlikely triumvirate.
Neil Mohan at Google sounded unfazed in his response. I’m now beginning to be dubious about that.
Nice (easy to understand) article. but…
Few know of or, want to fully digest the fact that (already), there’s an independent global marketplace (and the right platform?) that I feel is being quietly nurtured along.
One, that’s already receiving direct search Intent Data on 3 Billion Search Queries/day (& it is coming from off of both the Google & Yahoo =’s Bing search engines), that can then get to include both Facebook & Google alongside Yahoo, AOL and Microsoft owned & operated inventory, within the one huge performance marketplace.
Leave a Comment
Yahoo!-AOL-Microsoft: Little Collaboration NecessaryADOTAS – There’s lots of buzz in the industry about the Yahoo, Microsoft and AOL collaboration recently announced. By [...] more...
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013 ADOTAS — The potential of mobile advertising is huge. And [...] more »
- From the Twitterverse: Gamers Hate On Xbox One May 21st 2013 ADOTAS – Microsoft has unveiled Xbox One, its next-generation entertainment [...] more »
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013 ADOTAS – For brand managers and marketers, the Internet has [...] more »
- Blogshare: Why Tumblr Will Make Yahoo Billions May 21st 2013 ADOTAS (via WordStream) — Here’s why I think Yahoo is [...] more »
- Study: Xbox Reveal Sparks More Social Buzz than Galaxy S4 and Facebook ‘Phone’ Combined May 21st 2013 ADOTAS — The new Xbox gaming console, which will be [...] more »
- Video: Xbox Reveal, 5/21/13 May 21st 2013 ADOTAS – Microsoft unveiled its next-generation Xbox today at a [...] more »
- Live Twitter Feed from Internet Week New York May 20th 2013 ADOTAS – This year’s Internet Week New York (#IWNY) will [...] more »
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013
- Blogshare: Why Tumblr Will Make Yahoo Billions May 21st 2013
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013
- Video from the Westchester Digital Summit May 17th 2013
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game: [...] part of Internet Week New York, the OMMA Mobile conference is set to examine
- SEO Company Daytona Beach: This article is especially true with B2B Companies. At some line in the sand, people
- From the Twitterverse: Gamers Hate On Xbox One: [...] – Microsoft has unveiled Xbox One, its next-generation entertainment console. This is not your
- From the Twitterverse: Xbox One Reaction: [...] ADOTAS – Here’s how the world is reacting to Microsoft’s Xbox One announcement: [...]