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SUNNYVALE, Calif. - Yahoo Inc. said Friday it will team with WPP Group PLC on digital display advertising.
Three of WPP Group's divisions, GroupM, 24/7 Real Media and WPP Digital, will work with the Internet search engine pioneer to give their advertising customers more Web options.
24/7 Real Media, a digital marketing company, will develop a proprietary media trading platform that will connect to Yahoo's Right Media Exchange, an online advertising exchange that links publishers with advertisers.
WPP also plans to create a marketplace with Yahoo that will give its agencies more access to inventory, including that from Yahoo's owned and affiliated networks and 24/7's global Web alliance. Third-party publishers are also expected to have access to the marketplace.
Yahoo, which recently rejected a takeover offer from Microsoft Corp., may now face a possible board shake up, as billionaire Carl Icahn reportedly loads up on the company's stock in preparation for a possible attempt to shove aside its board and bring Microsoft back to the bargaining table.
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