Yahoo!, Microsoft, AOL in ad deal

Nov 08, 2011
Yahoo!, Microsoft and AOL unveiled a joint advertising agreement on Tuesday designed to take on Internet giant Google.

Yahoo!, Microsoft and AOL unveiled a joint advertising agreement on Tuesday designed to take on Internet giant Google.

The deal will allow the ad networks operated by the three companies to offer some of their display advertising inventory to their respective customers.

"The partnership should enhance the demand for and value of each party's display advertising offerings as well as provide better yield for both participating publishers and advertisers," the companies said in a statement.

Google has been taking an increasing share of the lucrative and growing display advertising market, according to research firm eMarketer, and Yahoo!, Microsoft and AOL have all lost share.

Google makes most of its money from advertising tied to Internet search but has been gaining a larger share of the revenue from online display advertising, which includes rich media, digital video and banner ads.

Yahoo!, Microsoft and AOL said their agreement "should dramatically improve the process of buying and selling premium online display inventory."

"This should reduce friction in the marketplace, which will benefit both advertisers and publishers," said Ned Brody, AOL's chief revenue officer.

Ross Levinsohn, Yahoo!'s executive vice president for the Americas, said the partnership will lead to "a more efficient, effective and more effortless way to access true premium inventory."

According to eMarketer, Yahoo!'s share of the US display ad market is expected to fall to 13.1 percent this year from 14.4 percent last year while Microsoft's share will decline to 4.9 percent from 5.1 percent.

AOL's share is expected to fall to 4.2 percent this year from 4.8 percent in 2010, it said.

Google's share of overall US display ad revenue will grow to 9.3 percent this year from 8.6 percent last year, eMarketer said.

Facebook, meanwhile, will see its share of US online display ad revenue grow to 17.7 percent this year from 12.2 percent last year, according to eMarketer.

Explore further: Monoprice takes on Amazon in trade of cheap electronics

add to favorites email to friend print save as pdf

Related Stories

AOL, Microsoft, Yahoo! in ad deal: WSJ

Sep 15, 2011

AOL, Microsoft and Yahoo! are proposing to offer space on each other's sites to advertisers in a bid to take on Google, The Wall Street Journal reported on Wednesday.

Recommended for you

Chinese tech giant Alibaba set to make a splash with US IPO

2 hours ago

The largest tech IPO of the year will come from a company that many Americans have never heard of. Alibaba Group - a Chinese e-commerce behemoth - has decided to go public in the U.S. after months of speculation that it would ...

Ex-Apple chief plans mobile phone for India

Apr 19, 2014

Former Apple chief executive John Sculley, whose marketing skills helped bring the personal computer to desktops worldwide, says he plans to launch a mobile phone in India to exploit its still largely untapped ...

Airbnb rental site raises $450 mn

Apr 19, 2014

Online lodging listings website Airbnb inked a $450 million funding deal with investors led by TPG, a source close to the matter said Friday.

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

gmesthermax
not rated yet Nov 08, 2011
finally they woke up... better late than never

More news stories

Making graphene in your kitchen

Graphene has been touted as a wonder material—the world's thinnest substance, but super-strong. Now scientists say it is so easy to make you could produce some in your kitchen.

Less-schooled whites lose longevity, study finds

Barbara Gentry slowly shifts her heavy frame out of a chair and uses a walker to move the dozen feet to a chair not far from the pool table at the Buford Senior Center. Her hair is white and a cough sometimes interrupts her ...

Easter morning delivery for space station

Space station astronauts got a special Easter treat: a cargo ship full of supplies. The shipment arrived Sunday morning via the SpaceX company's Dragon cargo capsule.