Report: AOL, Microsoft and Yahoo To Team For Display Ads

In an apparent response to Google’s rising prominence in the display advertising market, the rest of the major players — Yahoo, Microsoft and AOL — are reportedly teaming up to sell ads on one another’s sites. The report in the Wall Street Journal’s All Things D says the pact was explained to a group of ad buyers and Web publishers at a dinner last night in Manhattan.

The agreement is also aimed at reducing the amount of inventory that’s going to ad networks, where pricing is lower than the companies think they can charge themselves. Yahoo, Microsoft and AOL are also hoping to get other large Web publishers to join the consortium.

According to All Things D, the idea is that the publishers will contribute their “Class 2 display” inventory — ads they weren’t able to sell themselves and would normally fill with ad network inventory.

The challenge for all of the parties will be to train and encourage their sales team to sell inventory on what are, essentially, competitor’s sites. The report says each of the publishers will be responsible for encouraging their sales forces to sell the consortium’s inventory.

The partnership isn’t exclusive and allows any of the Web publishers to work with other ad networks, including Google, according to the story. According to an IDC report, Google overtook Yahoo in terms of display ad revenue share in the first quarter of 2011 for the first time.

Related Topics: AOL: General | Channel: SEM | Google: AdWords | Microsoft: Bing Ads

Sponsored


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide