WPP Group has signed an agreement with Yahoo to give its clients access to a broader network of online properties on which to place ads.
Under the deal, Yahoo!’s media exchange service, called the Right Media Exchange, will team with WPP’s media division GroupM and ad network 24/7 Real Media. 24/7 Real Media will join Right Media Exchange, which has traded 193 billion impressions as of March.
According to 24/7 Real Media COO Jonathan Hsu, the consolidated exchange will roll out immediately in the US and the UK and will be implemented in Korea, China and India this year.
He added these are the most developed areas for digital marketing in Asia-Pacific outside Japan, and the new exchange will likely spread to the rest of the region as markets become more sophisticated.
For WPP, the deal will offer clients direct access to publishers within Right Media Exchange. The agreement also allows GroupM to match its behavioural and demographic data with the properties within Right Media Exchange. The goal is to improve its process of matching websites with appropriate advertisers and brands with potential customers.
The deal provides a significant boost for Right Media Exchange because 24/7 Real Media has seen 95 million unique visitors in April alone, according to ComScore data, while Right Media saw 160 million unique visitors.
Hsu said the deal establishes a precedent for competitive media agencies: The gap between how much time people are spending online and how much is being spent on digital advertising is immense, and this is one way we’re looking to close this gap.
Some analysts are uncertain the deal will have significant impact on the industry.
The spirit of delivering efficiency and effectiveness is right but they haven’t elaborated on how they will do this and how this will deliver value to clients, said Carlos Palacios, strategy director at Carat Hong Kong.
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