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.

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.