The partnership that has Microsoft, AOL and Yahoo cross-selling display ads on the other sites is now open for business and up and running, according to
The relationship, which first came to light in September of last year, is partly a reaction to Google’s increasing dominance in the display ad universe. Google overtook Yahoo in display market share for the first time last year, according to IDC. Facebook, too, has become — and is growing even greater — a major threat in the display category.
Microsoft says its Microsoft Media Network (powered by the Microsoft Advertising Exchange), AOL’s Advertising.com and Yahoo! Network Plus are now leveraging real-time bidding to offer ad opportunities across all of the networks’ premium owned and operated display inventory.
The idea for all involved will be to benefit sales-wise by being able to offer greater scale and reach — and present an attractive alternative to Google and Facebook — even if the inventory is on competitors’ sites. From a publisher perspective, they’re hoping to get rid of more inventory at premium prices, rather than letting them go to an ad network.
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