Yahoo announces pilot program for demand side publishers

Media buying can be a fragmented mess and Yahoo is trying to fix this. The online giant is upgrading it ad network partnerships with demand side publishers by starting a new pilot program in which these publishers will now have access to Right Media's real-time bidding capabilities.

In a move to find “new ways to research, plan, target and measure digital media so we can help speed the flow of ad spending online,” according to a blog post by Ramsey McGrory, VP, North American marketplaces and Seth Dallaire, VP, mid market sales, Yahoo is forging partnerships with various demand side platforms including Invite Media, Mediamath, Data Xu, Turn and X+1 as part of a new pilot program to establish best practices in audience buying for their clients.