Yahoo Adds Carat, Outrider to Reseller Program

NEW YORK Yahoo said Isobar’s Carat Interactive and Mediaedge:cia’s Outrider have qualified as strategic providers under its search advertising reseller program.

The agencies join aQuantive’s Avenue A/Razorfish and DoubleClick’s Performics in the program, which is designed for agencies that resell all of Yahoo’s search marketing products, from keyword and paid inclusion listings to local and shopping search to marketing tools.

Participants in Yahoo’s Ambassador program are given sales support and training for specific Yahoo search-related products. Yahoo provides agencies that are strategic providers, which sell all of its products, with increased account services. Google offers certification as Google Advertising Professionals for individuals and agencies that have passed a search advertising aptitude test it administers.

Yahoo opened up the 4-year-old Ambassador program, which had focused on search engine marketing firms, to ad agencies in October 2004.

Yahoo and Google have made efforts to reach out to ad agencies as search marketing, which accounts for about 40 percent of Web ad spending, is increasingly melded into overall online ad plans. The Sunnyvale, Calif., portal released a study earlier this week showing how display ads influence search behavior.