The press are already covering the story of the new partnership ( of GroupM of which my employer MindShare is part) with Yahoo, but we can delve a little deeper here.
By developing a unique technology partnership between Yahoo's Right Media Exchange and our own 24/7 we can offer clients more targeted digital advertising - whilst reducing the friction inherent in using a wide range of websites.
Yahoo bought Right Media just over a year ago and it is the largest advertising exchange, with over 45000 active buyers and sellers who traded 193 billion impressions in March alone! The advantage for us in partnering is that the more inventory that 24/7 can access, the cleverer the technology gets.
“Basically, the network gets smarter and smarter the more data points it gets added to it,” said Rob Norman, the chief executive of GroupM Interaction, which handles GroupM’s online buying. “We believe we’ll be able to do greater customization of campaigns.”
We expect to add other similar media partnerships in the future and its worth stressing that this starts to demonstrate the benefits of having 24/7 technology within the group. As we said when WPP bought 24/7 this is part of the reinvention of advertising - and much of our "competition" are merely onlookers.