Seven West Media’s digital joint venture Yahoo!7 has announced it will set up its own advertising exchange after withdrawing from the proposed publishers’ premium advertising marketplace.
The Australian reports, the online programatic advertising exchange will launch later this year after conducting a trial with 50 major advertisers.
The move by the digital joint venture arm of Seven West and Yahoo comes a month after the company told Mumbrella, that it was withdrawing from a proposed deal that would have seen Australia’s big four online publishers, Yahoo!7, News Corp Australia, Fairfax Media and Mi9 join forces in one premium market.
The remaining publishers have said they will continue with the premium exchange despite Yahoo!7’s withdrawal.
A spokeswoman for Yahoo!7 confirmed this morning that plans were underway but said they not making any formal announcements telling Mumbrella: “It’s still a bit early”.
Ad exchanges are marketplaces which give advertisers and media buyers the ability to purchase online advertising instantly on a large scale at the click of a button.