AOL to Lean On Right Media in 'Big Three' Ad Deal

  |  February 3, 2012   |  Comments

AOL sticks with Yahoo for real-time bidding in mega display ad agreement.

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.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

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. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...