WPP teams with Yahoo for online move
by Andrew McCormick Media Week 16-May-08, 12:05
LONDON - WPP has partnered with Yahoo in an attempt to give greater access to online ad inventory for GroupM clients.
The two parties will create a trading platform, through Yahoo’s Right Media and WPP’s 24/7 Real Media, which will make it easier for GroupM agencies to buy digital display advertising on Yahoo sites.
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WPP, run by chief executive Sir Martin Sorrell, intends to sign up other online publishers to join the initiative, putting GroupM in a commanding position to negotiate price on inventory and the publishers involved to sell ad space more efficiently.
WPP also intends to bring non-GroupM agencies into the fold as the trading platform develops.
Mark Read, WPP’s director of strategy and chief executive of WPP Digital, said that the move was driven by a need for agencies and media companies to work together to create more value.
WPP also intends to bring non-GroupM agencies into the fold as the trading platform develops.
Mark Read, WPP’s director of strategy and chief executive of WPP Digital, said that the move was driven by a need for agencies and media companies to work together to create more value.
Sorrell: WPP is partnering with Yahoo
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