Microsoft, AOL And Yahoo Begin Selling And Delivering Ads In Display Partnership

The partnership that has Microsoft, AOL and Yahoo cross-selling display ads on the other sites is now open for business and up and running, according to a blog post from Microsoft. The relationship, which first came to light in September of last year, is partly a reaction to Google’s increasing dominance in the display ad […]

Chat with MarTechBot

Msft Aol YahooThe partnership that has Microsoft, AOL and Yahoo cross-selling display ads on the other sites is now open for business and up and running, according to a blog post from Microsoft.

The relationship, which first came to light in September of last year, is partly a reaction to Google’s increasing dominance in the display ad universe. Google overtook Yahoo in display market share for the first time last year, according to IDC. Facebook, too, has become — and is growing even greater — a major threat in the display category.

Microsoft says its Microsoft Media Network (powered by the Microsoft Advertising Exchange), AOL’s Advertising.com and Yahoo! Network Plus are now leveraging real-time bidding to offer ad opportunities across all of the networks’ premium owned and operated display inventory.

The idea for all involved will be to benefit sales-wise by being able to offer greater scale and reach — and present an attractive alternative to Google and Facebook — even if the inventory is on competitors’ sites. From a publisher perspective, they’re hoping to get rid of more inventory at premium prices, rather than letting them go to an ad network.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Get the must-read newsletter for marketers.