Yahoo! and WPP announced a strategic partnership that will enable WPP agencies to buy digital display advertising across the Internet more efficiently than ever before. The partnership will initially involve a collaboration between Yahoo! and WPP’s GroupM and 24/7 Real Media.
“We are committed to providing the technology, insights and media expertise required to deliver the most relevant audiences across the web and to power the seamless conversation with consumers that drives greater brand awareness, consideration, intent and most importantly – action.”
WPP will also work with Yahoo! to develop a WPP marketplace, giving WPP’s agencies even greater access to inventory, visibility across the market and insight into value. WPP intends to draw inventory for the WPP marketplace from Yahoo!’s owned- and-affiliated networks and 24/7’s Global Web Alliance. The marketplace would also be open to third-party publishers.