Big Underdogs Form Display Ad Alliance
AOL, Microsoft, and Yahoo merge to compete against Google and Facebook
In a move to fend off Google, Facebook, and the rapidly proliferating real-time bidding exchanges, AOL, Microsoft, and Yahoo last week made the rumors official: They're joining forces. Where they'd normally hand off leftover online display inventory to an exchange or network, the new agreement allows the three also-rans to share the business among themselves. As part of the deal, advertisers can approach one company to buy from any of the three.
While Yahoo evp of Americas Ross Levinson called the move a "fundamental rethink" of the online ad marketplace, many buyers and analysts characterized it as a fundamental act of desperation.
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