AOL to Lean On Right Media in 'Big Three' Ad Deal
AOL sticks with Yahoo for real-time bidding in mega display ad agreement.
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.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called...
View articleThe Asia Pacific region is expected to overtake North America this year as the world's biggest market for digital advertising spend, according to a re...
View articleAs the world becomes more smartphone-centric, failing to master mobile marketing is no longer an option. Here are some of the best and worst ad format...
View articleHere are eight refined tips to make sure that you're getting the most out of your native advertising strategy and enjoying the highest levels of consu...
View articleFor our final Ads of the Week, the whole ClickZ editorial team joined together for this one, each sharing one or two of our favorites from the whole y...
View articleNative advertising is all the rage in digital marketing, though not everyone quite gets it. Here are some of its pluses and minuses, as well as exampl...
View articleDisplay is a long way from dead. In fact, new technology is making it possible for traditional display to be more beautiful and engaging than ever wit...
View articleIt's no surprise that users want a fluid navigation while online, but certain ad formats have hindered this. Based our knowledge of what doesn't work,...
View article