WPP has formed a strategic partnership with Yahoo! to give its agencies new access to advertising through Yahoo! and its partners.
According to WPP, the US deal between its Group M and 24/7 Real Media media groups ‘will enable WPP agencies to buy digital display advertising across the Internet more efficiently than ever before’. It will initially be opened up only to Group M and 24/7.
‘More and more, we see the need for agencies and media and technology companies to work together to create a new level of value,’ says WPP Digital chief executive Mark Read.
The deal will see the two partners develop new trading platforms together, which WPP says will allow its digital display advertising to be highly targeted and cost effective.
WPP and Yahoo! will also develop a WPP marketplace, giving agencies ‘access to inventory, visibility across the market and insight into value’, and allowing collaboration with third parties.