WPP Group and Yahoo! have unveiled a strategic partnership that aims to make buying digital display advertising more efficient. Yahoo! will work with GroupM, digital marketing company 24/7 Real Media and WPP Digital.
The partnership aims to make the buying system work “more efficiently that ever before” by developing a proprietary media trading platform that will connect to Yahoo!’s existing Right Media Exchange.
WPP agencies will work with 24/7 Real Media to integrate their proprietary targeting capabilities into the platform and develop custom trading strategies, which can be executed through the Right Media Exchange on a more targeted and cost effective basis.
WPP and Yahoo! will also develop a WPP marketplace, which will provide WPP agencies greater access to inventory. WPP says it will draw inventory for the WPP marketplace from Yahoo!’s owned and affiliated networks and 24/7’s Global Web Alliance. The marketplace will be opened for third party publishers.