Part of our series on digital media marketing mergers, Microsoft-Yahoo! division. Via Yahoo!’s Sue Decker blog post:
“As the largest publisher on the Web that also leads in display advertising, and holds a strong number two in search, we maintain one of the worldâ€™s largest advertising networks and operate the Right Media Exchange. Weâ€™re truly in the best position to understand the evolving needs and demands of the entire ecosystem.” Ms. Decker explained that Yahoo!’s “cutting-edge” Apex platform “will enable all participants in the ecosystem to benefit:
- Publishers will be able to better serve their advertisersâ€™ needs by making it easy for publishers to sell, package, and distribute other publishersâ€™ inventory alongside their own, giving advertisers extended reach to audiences across the Web through a centralized platform.
- Advertisers will be able to spend more time on driving revenue and developing compelling creative for their audiences, rather than dealing with the complexities of ad generation, assembly, trafficking, and serving ads.
- Advertising agencies will be able to streamline the buying process for multiple accounts across multiple publishers and allow for creative testing and campaign optimization, even as the campaign evolves.
- And last but not least Advertising Networks will benefit from having a platform that connects publishers to the best advertisers for their site and audience, and advertisers to the best publishers with the most relevant audiences, thereby increasing both their reach in the process.”