New Yahoo, AOL, Microsoft Pact: Automating Direct Sales
Posted in: Uncategorized
Yahoo has begun automating the sale of its premium ad slots, so that an advertiser or its agency would be able to purchase the portal’s top-tier inventory through a computer. In other words, the process will be more akin to booking a hotel stay on Booking.com versus the traditional media-buying process that is more like reserving a room through a travel agent.
Yahoo’s automation of premium ad sales often referred to as programmatic premium or programmatic direct will ramp up through the fourth quarter of this year and be “full blown” in the first quarter of 2014, said Yahoo VP-Product Management for Display Advertising Dennis Buchheim.
Yahoo’s program results from the latest pact the company has struck with AOL and Microsoft. Two years ago Yahoo, AOL and Microsoft started selling each others’ low-end display ads through their respective ad networks and real-time bidding exchanges.
Post a Comment