Yahoo! Pacts With WPP Group
NEW YORK WPP Group and Yahoo! have agreed to create an ad buying platform linking the holding company’s shops to Yahoo!’s Right Media Exchange.
The multi-year agreement uses WPP’s 24/7 Real Media technology to enable WPP shops to more easily target and buy media across Yahoo!, its affiliated sites and the 24/7 Real Media ad network. GroupM, which includes Mediaedge:cia and MindShare, is the first WPP company to begin using the marketplace.
“The way Yahoo! offered to build something and co-develop it with us is interesting to us,” said WPP Digital CEO Mark Read.
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