Yahoo has
struck a deal with Belo Corp. under which Belo will help
sell local advertising on Yahoo properties in each of the 15 television markets the media company operates nationwide. Besides providing online display inventory, Yahoo will also share ad technology
tools with Belo. The initiative expands on an agreement the companies have had for several years in which Belo stations supply select video content across Yahoo sites.
The program will roll
out starting this summer in Dallas/Fort Worth, Seattle/Tacoma, Portland, New Orleans, and Spokane and Boise. The remaining nine markets, including St. Louis, Austin, TX, and New Orleans, will be added
over the next year.
“Our agreement with Belo meaningfully expands Yahoo’s local offering and enables advertisers access to the technology and scale they need to effectively reach
online consumers," said Lem Lloyd, vice president North America channel sales, in a statement. For its part, Belo said the deal would bolster its audience reach for advertisers, allowing it to
reach up to 95% of Internet users in many of its markets. The company overall operates 20 local television stations and 25 Web sites.