Yahoo! Bets on Open-Network Approach

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NEW YORK While Google extends its reach to sell ads on sites all over the Web, Yahoo! is appealing to big-name publishers with a different approach: You sell ads on our portal, we’ll sell ads on your sites.

The share-and-share alike approach is a cornerstone of Yahoo!’s effort to catch up to Google and compete with Microsoft and AOL, both of which are building large-scale ad platforms. But instead of seeking only to sell ads on a network of sites, Yahoo! is inviting publishers to also sell ads to their users who are on Yahoo! properties—something few of Google’s partners can do.


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