Microsoft, AOL and Yahoo team up for online advertising

By Tom Warren, on 8th Nov 11 9:55 pm with 10 Comments

Microsoft announced on Tuesday that it is partnering with AOL and Yahoo to sell premium online display inventory.

The agreement will allow each network to offer each other’s premium non reserved online display inventory to advertising customers. Microsoft, Yahoo and AOL will all continue to operate their core networks and advertising separately but the partnership will benefit advertising customers wishing to buy up inventory across all the sites.

“Enhancing choice and scale in today’s display advertising market is ‘a rising tide that lifts all boats’,” said Rik van der Kooi, corporate vice president of the Microsoft Advertising Business Group. “This partnership will create an opportunity where advertisers and publishers alike can benefit from easier access to — and demand for — high-quality inventory. The fact that we’re joining together to offer this kind of access to quality — yet each with our own differentiated ad offerings — is something that will benefit the market as a whole.”

The agreement covers Canada and the United States and will come into effect in 2012. Microsoft says AOL and Yahoo will both integrate their real-time bidding (RTB) technologies to ensure inventory can be sold across all sites. Microsoft Advertising Exchange and Yahoo’s! Right Media Exchange will be the primary sources of sales.

  • Jonathan

    first

    • http://twitter.com/starksimon Stark

      Wow, can I be your friend? Because I’ve never seen a “first” person before. You rock, man. Keep up the great work!

      /s

    • Jonathan

      I feel bad now.

    • Anonymous

      i want to be your friend too yay! :)

    • Jonathan

      Stark was being sarcastic. :(

    • Anonymous

      oh REALLY?! :)

  • Anonymous

    me gusta!

  • Guest

    Seems like good news for all three. But only Yahoo is up big on this in after hours. MS is actually down and AOL is flat.

    • Guest

      AOL still around?  Who knew!

    • Guest

      Why not just leave a blank comment with your alias and we’ll just assume the stupid to follow?