Direct Line Blog

Yahoo announces pilot program for demand side publishers

Share this article:

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. 

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

In a World of Technological Novelty, Execution Prevails

In a World of Technological Novelty, Execution Prevails

A successful business and marketing strategy needn't rely on unique ideas so much as exceptional execution of any idea, a marketing expert says.

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?