Feeds

Yahoo!, AOL, Microsoft strike ad pact

Three tribes go to war - against Google, Facebook

Top three mobile application threats

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. ®

Build a business case: developing custom apps

More from The Register

next story
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.