Yahoo! and WPP Forge Multi-Year Strategic Partnership

I just read this morning’s press release about Yahoo signing a partnership with the WPP, GroupM, 24/7 Real Media and WPP Digital.

What is the deal?
Basically the WPP can buy display advertising across the Internet than ever before.

How?
There will be a new WPP Yahoo! market place – but also open to third parties and affiliated networks.
 
What does this mean?

“This partnership with Yahoo! will give our agencies and, in turn, our clients, an advantage in securing more relevant, high-quality digital media inventory. And, it will be aggregated to our bespoke needs, at the best value for our clients,” said Irwin Gotlieb, CEO of GroupM.

From the press release
“More and more, we see the need for agencies and media and technology companies to work together to create a new level of value,” said Mark Read, WPP’s Director of Strategy and CEO of WPP Digital. “We are very pleased to have established this partnership with Yahoo! which, enabled by our earlier acquisition of 24/7 Real Media, will turn this vision into a reality.”

What we think?
I am actually quite surprised that the WPP and Yahoo! didn’t have a deal in the past. As the Advertising Agency leader a tie up with the display add leader is only natural.
But what does this mean for mobile?

Mobile is 100% involved and I am sure that Yahoo! will only more than benefit with this deal in mobile with a CPM rate in the UK of GBP 5. Also with a stake in JumpTap and now a partnership with Yahoo! the WPP is making sure that mobiel ad inventory is in abundance.

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