• by Steve McClellan  @mp_mcclellan, November 11, 2013

Publicis Group’s Starcom and Yahoo have forged a new ad-supported content alliance the companies said Monday.

The agreement will utilize digital video, data and ad tech platforms to target users with content and ads in new ways, the partners said.

The companies have worked together on numerous initiatives in the past including a global research study last year that found that 71% of moms around the world say their family engages with technology together daily, though 52% say their family is often distracted by the digital din during together time.

Of their newest joint effort, Lisa Donahue, CEO, Starcom USA, stated: "This partnership puts the power of data to work to ensure that the right content and brand message finds the right consumers. More targeted experiences offer stronger online storytelling opportunities for our clients, and in turn, smarter content investments."

Yahoo and Starcom said they will use viewership data as well as brands’ audience data to target video content based on topics that are resonating with consumers, spanning categories like comedy, entertainment, finance, sports, health and wellness.  Via the partnership, Yahoo will deliver video advertising to what the companies believe are the most engaged audiences and provide what they hope will be better measurement on the impact for brands.

Clients on the Starcom roster, such as Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc., have an opportunity to participate as launch partners and gain access to “premium video ad opportunities,”  the companies said.

“Starcom shares our vision for creating quality video experiences that draw consumers in, hold their attention because they are personalized, and deliver value for brands,” stated Ned Brody, Head of Americas at Yahoo.