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International news: Yahoo forms ad agreement with WPP

Internet company Yahoo has formed a multi-year Internet advertising agreement with WPP. The agreement involves WPP subsidiaries GroupM, 24/7 Real Media and WPP Digital. The intent is to allow WPP agencies to buy digital display advertising more efficiently by collaborating with Yahoo. The firms will develop a proprietary media trading system that will connect WPP agencies to Yahoo's Right Media Exchange service. In addition, 24/7 Real Media will integrate its audience targeting capabilities into the system. WPP and Yahoo will also develop a marketplace which will allow WPP agencies access to an inventory combining Yahoo's various websites with the sites that are part of 24/7's Global Web Alliance program. This marketplace will also be open to third-party publishers. "This partnership with Yahoo will give our agencies and, in turn, our clients, an advantage in securing more relevant, high-quality digital media inventory, and it will be aggregated to our bespoke needs, at the best value for our clients," said Irwin Gotlieb, CEO of GroupM.

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