Yahoo's plans to make a huge amount of online ad inventory accessible to advertisers on a real-time basis - something its competitors have already allowed. By aligning with demand side platform (DSP) firms including Data Xu, Invite Media, Mediamath, Turn, and X+1, Yahoo hopes to better understand audience buying and other processes for creating online ad buying efficiencies at greater scale - including real time bidding (RTB).
According to Turn CEO Bill Demas, "What happens now is for the first time we gain access to Yahoo Right Media Exchange and network inventory in real-time. What's important in our case is to be able to reach a custom audience at scale," he said. "Up to today we haven't been granted access to [real time bidding in the Right Media Exchange]."
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