Yahoo Forges Ad, Content Deal With Turner

  • July 11, 2008
Yahoo and Turner Broadcasting System have entered into an agreement in which Turner will exclusively handle online ad sales for Yahoo Sports' NBA, golf and NASCAR pages. In return, Yahoo Sports will be able to carry some Turner-run sites.

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, and

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

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