When AOL, Microsoft, and Yahoo unveiled their big display ad agreement in November, only two of the three companies had access to a bidding platform that could handle the high volume of real-time transactions required by the deal. Yahoo's ads would be handled by its Right Media exchange, while Microsoft would sell and deliver inventory through AppNexus.
AOL was, in a sense, out in the cold. Lacking its own real-time platform, it would have to rely on one of its rivals to support its involvement in the deal. But when the pact was announced, it had not signaled which one.
Today it has, and its choice is Yahoo's Right Media.
"Advertising.com has been a long-standing seat holder on the Right Media Exchange, having utilized the Right Media Exchange's RTB capabilities since 2009," said Brian Silver, Yahoo's VP of ad platforms for the Americas, in a statement.
He continued, "Now, with the addition of inventory from AOL sites, we look forward to AOL continuing to drive yield through their existing advertisers while connecting them with the exchange's premium advertisers for maximizing yield."
Under the deal, the three ad sellers - which together account for roughly 18 percent of the U.S. display ad market, per comScore - will make their remnant inventory directly available to one another's sales forces. The main goal: higher prices for inventory not sold through direct channels.
In its own statement, AOL noted the deal allows Advertising.com to continue to access AOL inventory for its existing advertisers.
"We have had a long term partnership with Yahoo and Right Media, and are excited to continue this partnership through this agreement," said Ad.com SVP David Jacobs.
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Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
March 19, 2014