Yahoo Names Initial Programmatic Partners

Yahoo on Monday announced that demand-side platforms (DSPs) MediaMath, DoubleClick Bid Manager, and The Trade Desk, Inc. have integrated as launch partners with its programmatic premium ad platform launched in September.

The Web portal said the addition of the DSPs would help buyers access display inventory on key Yahoo properties, including Finance, News, Finance and Sports.

“Now, advertisers have self-serve access through our partners to manage pricing and scheduling for both guaranteed and non-guaranteed inventory. Buyers also benefit from transparency into available inventory, predictable delivery of their ads, and the ability to optimize campaigns,” Yahoo stated.

The company also announced that the first agency partners leveraging its Programmatic Guaranteed offering include Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy. Yahoo had previously said it planned to ramp up its automation of premium ad sales through the fourth quarter of this year and get fully up to speed by the first quarter of 2014.

In September, Yahoo had also joined with AOL and Microsoft in calling for a common technological standard that automates the ad-buying process for directly sold online advertisements.
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