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Yahoo, WPP join hands to provide advertisers access to more websites

UK-based advertising company WPP Group has partnered with Yahoo to enable its agencies including GroupM and 24/7 Real Media to buy digital display advertising across Yahoo’s online properties, its affiliated networks and 24/7’s Global Web Alliance.

According to WPP Digital CEO Mark Read, the partnership is more about WPP’s evolution from a collection of media and creative agencies to an organization with a technology offering that can link up with other platforms.

UK-based advertising company WPP Group has partnered with Yahoo to enable its agencies including GroupM and 24/7 Real Media to buy digital display advertising across Yahoo’s online properties, its affiliated networks and 24/7’s Global Web Alliance.

According to WPP Digital CEO Mark Read, the partnership is more about WPP’s evolution from a collection of media and creative agencies to an organization with a technology offering that can link up with other platforms.

The partnership will involve collaboration between Yahoo’s Right Media, an advertising exchange which acts as a platform for advertisers, publishers and online ad networks to buy and sell ad space, and WPP’s GroupM and 24/7 Real Media, which are involved in areas such as search marketing and ad management on internet. [Source: Agencyfaqs, Adweek]

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