Yahoo!, Microsoft and AOL Join Forces
ADOTAS – Yahoo!, Microsoft and AOL are teaming up to create what the companies hope will be a strong competitor in the online advertising department. The three companies have announced an agreement that will allow ad networks operated by Yahoo!, Microsoft and AOL to offer each other’s premium non-reserved online display inventory to their respective advertising customers.
Advertisers may still choose to work across these three firms. The partnership will also offer the efficiency of buying premium display inventory at scale to reach customers and audiences. The three companies claim this alliance should enhance the demand for and value of each party’s display advertising offerings, as well as provide better yield for both participating publishers and advertisers.
“We’re thrilled to partner with Microsoft and AOL and bring to market what we believe will be a more efficient, effective and more effortless way to access true premium inventory and formats,” said Ross Levinsohn, Yahoo! executive vice president for the Americas, in the press release. “There has a been a significant shift in how inventory is bought and sold, and we’re now 100 percent focused on controlling our own destiny, working directly with marketers and agencies and driving better returns for our advertising partners.”
“Enhancing choice and scale in today’s display advertising market is ‘a rising tide that lifts all boats,’” said Rik van der Kooi, corporate vice president of the Microsoft Advertising Business Group. “This partnership will create an opportunity where advertisers and publishers alike can benefit from easier access to — and demand for — high-quality inventory. The fact that we’re joining together to offer this kind of access to quality — yet each with our own differentiated ad offerings — is something that will benefit the market as a whole.”
“We are excited to be part of this partnership,” said Ned Brody, chief revenue officer for AOL. “Today’s announcement sets in motion the opportunity for advertisers to achieve scaled solutions across premium publishers. This should reduce friction in the marketplace, which will benefit both advertisers and publishers. And this partnership will take our existing Advertising.com partnerships with both Microsoft and Yahoo! to a new level.”
Effective in the United States, the partnership is based on the premise of audience-based selling across a large number of sites and is not expected to affect direct sales made by each partner’s respective internal teams. In addition to the United States, Yahoo! and AOL will have an agreement that extends to Canada. Microsoft’s Canada business is not participating directly in the agreement.
Tags: AOL, business partnership, microsoft, Ned Brody, Rik van der Kooi, ross-levinsohn and Yahoo
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