Feeds

Yahoo!, AOL, Microsoft strike ad pact

Three tribes go to war - against Google, Facebook

Providing a secure and efficient Helpdesk

Yahoo!, AOL and Microsoft are all struggling to get the most out of their display ad business up against the likes of Google and Facebook. Unsurprisingly then, the three companies have inked advertising deals together.

"The agreements will allow ad networks operated by Yahoo!, Microsoft and AOL to offer each other’s premium nonreserved online display inventory to their respective advertising customers," said Microsoft in a statement.

The software vendor said that the deals will mean that "premium display inventory" can be bought at scale.

"Simultaneously, the partnership 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," the company added.

The agreements apply only in the US, where Yahoo! – which these days fashions itself as a premium media player – has reported crappy display ad sales figures. AOL – a one-time dial-up outfit that is now buying its way into publishing – is similarly struggling to make big bucks out of display ads.

Then there's Microsoft – a pre-packaged software maker trying not to be drowned out entirely by Google and Facebook online.

“Enhancing choice and scale in today’s display advertising market is ‘a rising tide that lifts all boats’,” said Microsoft advertising veep Rik van der Kooi.

“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.”

The three companies will meld together their real-time bidding technologies early next year.

MS said that its Advertising Exchange and Yahoo!’s Right Media Exchange would "initially serve as the two marketplaces from which the partners can procure this inventory for resale to advertisers and agencies".

It added that "AOL may, at its discretion, opt to use its own exchange technology solution subsequent to the launch of the partnership."

The agreements between the firms are non-exclusive. And they will continue to compete against each other for ad dollars and publisher partnerships. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
DOUBLE BONK: Testy fanbois catch Apple Pay picking pockets
Users wail as tapcash transactions are duplicated
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
In the next four weeks, 100 people will decide the future of the web
While America tucks into Thanksgiving turkey, the world will be taking over the net
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.