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 5/10 Good --- feeds.portfolio.com http://feeds.portfolio.com/portfolio/top5
| Updates throughout the day on the top stories you should be talking about. ... |
Friday, May 16, 2008 --- 83 days ago http://www.portfolio.com/news-markets/top-5/2008/05/16/Yahoos-Ad-Strategy?rss=tr
| One advertising deal helped drive away Microsoft. Can Yahoo do the trick enough times to stave off Carl Icahn? Yahoo has again become active on the advertising front, striking an alliance today with ad-agency giant WPP. And Peter Lauria and Holly Sanders of the New York Post report that Yahoo is near a deal with Google on a search-ad alliance. In the WPP deal, the company's ad agencies, working through its 24/7 Real Media unit, will develop a trading platform that connects to Yahoo's online ad exchange. Stephanie Clifford of the New York Times explains : "The thousands of Web publishers that use Yahoo's advertising auction service to sell space on their sites will get more direct access to WPP's clients. Those clients, in turn, will be able to funnel their messages to website visitors who might be particularly receptive, using technology" from 24/7 Real Media. "More and more, we see the need for agencies and media and technology companies to work together to create a new level of value," said Mark Read, WPP's director of strategy and chief executive of WPP Digital. The deal comes just a week after WPP's chief executive, Martin Sorrell, was bemoaning the collapse of the talks between Microsoft and Yahoo on CNBC, saying that advertisers need a competitive alternative to Google. Yahoo plans to announce a more permanent alliance with Google than its brief test in the next week, the Post says. T ... |
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