Yahoo cooperates with WPP agencies in the field of online advertising

The US Internet group Yahoo decides on a comprehensive partnership with the British marketing group WPP. In the future, the WPP advertising agencies will be able to place their ads more easily than before directly on Yahoo’s web platform.

In addition, WPP will develop its own online application for this purpose. The two companies announced this at their headquarters in London and Sunnyvale, California. However, as Yahoo and WPP point out, the new advertising partnership is not exclusive.

Background: The extremely lucrative advertising market on the Internet is fiercely contested. So far, Yahoo has lagged behind the search engine provider Google, which dominates the business with advertising related to web search. Microsoft, third in the top list for online advertising, wanted to catch up with Google through a multi-billion dollar takeover of Yahoo. In the dispute over the price, however, the purchase failed almost two weeks ago.

The online advertising platform Right Media Exchange, which was taken over by Yahoo last year, works according to the principle of an electronic exchange. It allows advertisers and websites to buy and sell ad space online. Google also recognizes the relevance of partnerships with large advertising groups and relies on cooperation with the French Publicis Group.

In 2007, online search engine advertising accounted for 41 percent, followed by display advertising at 21 percent (source: Interactive Advertising Bureau). All other categories fell under these marks. Total Internet advertising revenue was $21.2 billion last year, up 26 percent from the previous year.

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