Big news today: Yahoo has today announced their demand-side platform pilot program (see Yahoo’s announcement). This marks a significant milestone in the emergence of demand-side platforms and real time bidding because the industry’s largest publisher is embracing this new paradigm.
We are pleased to be one of the demand-side platform partners selected to participate. Yahoo has a great history of innovation through leadership when it comes to display advertising, and we look forward to working with them—along with major agencies and advertisers—to create a sustainable ecosystem that makes digital advertising more effective. We share Yahoo’s vision that innovations such as RTB will benefit all participants.