Yahoo! Canada reports that Microsoft is joining the company’s current display advertising partnership with AOL in Canada.
The partnership enables the three companies to offer each other's premium, non-reserved online display inventory to advertising customers.
Information on the company’s Advertising blog notes that the partnership began in the U.S. more than a year ago, as Yahoo!, AOL and Microsoft agreed to offer each other’s premium nonreserved online display inventory to their respective advertising customers.
With the goal of improving the process of buying and selling online display inventory, the blog authors note, advertisers can benefit from increased transparency and audience reach across premium inventory, at scale, with an increased ROI.
Advertisers in Canada have access to even more inventory, including inventory on Microsoft owned and operated sites and third-party networks.
By integrating one another’s real-time bidding (RTB) technologies to facilitate the availability of nonreserved inventory in early 2012, Yahoo!, the Microsoft Advertising Exchange and Yahoo’s! Right Media Exchange initially served as the two marketplaces from which the partners can procure this inventory for resale to advertisers and agencies. The partnership announced at launch that AOL may, at its discretion, opt to use its own exchange technology solution subsequent to the launch of the partnership.
Under the terms of the original nonexclusive agreements, each company will continue to make its own decisions, differentiate its offerings and set its own controls for how it operates any exchanges, ad networks or other aspects of its display businesses. They will actively compete with each other for both advertiser spend and publisher partners based on their own unique product differentiators.
When first launched in the U. S., Yahoo! and AOL also put in place agreements for Canada; at that time, Microsoft's Canada business was not participating directly in the agreement.
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