Yahoo Starts Pilot Program With 'Demand-Side' Platforms
Yahoo Monday announced a new pilot program in which it is working with a group of "demand-side" ad exchanges and networks to develop best practices for audience-buying. Demand-side platforms involved in the program include Invite Media, Mediamath, Data Xu, Turn and X+1.
Agencies have increasingly turned to these ad systems to wrest more control of the ad-buying process from traditional online ad networks and keep more revenue for themselves as well.
"The pilot will demonstrate how Yahoo, in partnership with these industry leaders, can provide marketers with access to the audiences they most want to reach by leveraging insights from buyers, sellers and third-party data providers," wrote Ramsey McGrory, vice president, North American Marketplaces, and Seth Dallaire, vice president, mid market sales, on Yahoo's Advertising Blog.
They added that the program would also help the participating platforms enter into a tighter relationship with the Yahoo (Publisher) Network and the Right Media Exchange, including gaining access to the latter's real-time bidding (RTB) capability. Yahoo has been testing RTB, which let advertisers adjust ad buys on the fly on a per-impression basis, for the last several months.
The idea is that publishers benefit from higher ad rates for more targeted ads while advertisers increase the efficiency of media buys through the technology. A recent New York Times article highlighted how marketers such as eBay have been using RTB to boost their return on investment in online advertising.
The pilot program with demand-side platforms is part of Yahoo's broader effort to turn Right Media into a high-quality ad marketplace. To that end, the Web portal late last year kicked out the anonymous ad network using the platform and shut down its Direct Market Exchange unit aimed at smaller publishers. Yahoo said it will provide updates on its work with the demand-side networks.
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
Be the first to comment on "Yahoo Starts Pilot Program With 'Demand-Side' Platforms"
Leave a Comment