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Three of a Kind - WM Net Briefs

Posted on 11.21.2011

Three of the Web’s biggest display advertising sellers recently announced a mega-deal in which they will share technologies and resell one another’s unsold ad inventory. By early 2012, Yahoo, AOL and Microsoft will integrate their real-time bidding technologies in an effort to reach more consumers and expand the reach currently available to agencies and advertisers. The ad integration will take place jointly on the Yahoo Right Media Exchange and Microsoft Advertising Exchange platforms, and each of the three companies will control how it operates in the real-time bidding environment. By this time next year, the online advertising industry will know if it’s dealing with the most lucrative ad network of all time or an operational disaster in which three of the biggest digital media companies on the planet can’t play nicely together.

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