Today three tech giants Microsoft, AOL, and Yahoo have announced an agreement in which they all will team up for Ad sales. According to said agreement, each of them will offer premium non-reserved online display inventory to rest two for to their respective advertising customers. While agencies and advertisers can choose their partners among Yahoo! Network Plus, AOL’s advertising.com, and Microsoft Media Network, this partnership will offer the efficiency to the advertisers as well as customers.
Also this partnership will provide better yield for both publishers as well as advertisers and enhance the demand for each party’s.
“We’re thrilled to partner with Microsoft and AOL and bring to market what we believe will be a more efficient, effective and more effortless way to access true premium inventory and formats.” “There has a been a significant shift in how inventory is bought and sold, and we’re now 100 percent focused on controlling our own destiny, working directly with marketers and agencies and driving better returns for our advertising partners,” said Ross Levinsohn, Executive Vice President of Yahoo America.
“Enhancing choice and scale in today’s display advertising market is ‘a rising tide that lifts all boats’.” “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,” as said by Rik van der Kooi, corporate vice president of the Microsoft Advertising Business Group.
“We are excited to be part of this partnership.” “Today’s announcement sets in motion the opportunity for advertisers to achieve scaled solutions across premium publishers. This should reduce friction in the marketplace, which will benefit both advertisers and publishers. And this partnership will take our existing Advertising.com partnerships with both Microsoft and Yahoo! to a new level,” as said by Ned Brody, chief revenue officer, AOL.
The agreement between these three giants is an effort to counter increased popularity of Google and Facebook. At present both are dominating over online advertisement market. A recent study, based upon several advertisers, has revealed that near about 87 percent of advertisers prefers Facebook for advertising their campaigns. Also, recent launches by Google in advertisement field might have feared all the three giants since the company has enhanced its advertisement section by introducing video advertising for advertisers which has helped Google a lot to charm more advertisers.
Another important reason for such tie up is the future potential of online marketing industry that includes social media which is expected to reach $8.2 billion in revenue by 2012.
There are certain terms and condition set by all the three companies in the agreement:-
- Each company is free to make its own decisions.
- Companies can differentiate its offering and can set its own control for how it operates in any exchanges, ad-networks or other aspects of its display business.
- This deal is effective inU.S.for all three companies. But in Canada only for AOL and Yahoo not Microsoft.
Hope this agreement might bring back flourishing days of Yahoo and also help other agreement partners to get the best benefits at the cost of Google and Facebook. we want to know from our visitors about their take on new setup. do you think this will really pay-off well for the trio ?