Under the deal, Turner will represent display, sponsorship and video ad sales for the Yahoo Sports pages while Yahoo will add content including on-demand video and articles from NBA.com, PGA.com and NASCAR.com.
The partnership is similar to an alliance Yahoo formed with CNet in April and is part of a broader strategy to work with publishers to create an interdependent reseller network. The idea is that publishers can tap Yahoo's various content categories to reach their targeted audiences on a large scale.--Mark Walsh