Yahoo!7 launches first programmatic exchange
Yahoo!7 has announced a new programmatic ad exchange, providing real-time bidding across audiences, devices and exclusive premium inventory to its advertisers for the first time.
The moves comes as speculation continues that Yahoo!7’s rivals are preparing to launch their own mobile exchange which will see Fairfax, Mi9 and MCN work together on a premium exchange for the mobile inventory.
Today’s announcement is a sign Yahoo!7 will not be part of that exchange. Last year the company launched its own direct sales ad exchange after it announced it would withdraw from a proposed publishers’ exchange, which together with the subsequent departure of News Corp killed off the plan.
“The Yahoo Ad Exchange will provide advertising partners a premium alternative offering greater flexibility, visibility and more targeting capabilities to connect advertisers with Yahoo7 and Yahoo New Zealand audiences in brand safe environments,” said Ben Green, Yahoo!7 sales director – programmatic, audience and native ads, Yahoo!7.
“In particular our ability to offer mobile inventory in an exchange environment has seen positive feedback from our advertising partners.”
The exchange will see selected inventory and audiences made available with exclusive access for agency, trading desk and advertising partners and is built on Yahoo Right Media technology.
Launch partners include Foxtel, Cadreon, Accuen, Vivaki who are already trading with the Yahoo Ad Exchange platform.
Nic Christensen