Yahoo Adds Some Premium Brands to Publisher Network October 16, 2007Posted by David Card in Media.
– Forbes is an exclusive, for remnant display
– WebMD is an exclusive, and also involves search
– Ziff Davis (I think they still have some titles left). Non-exclusive
– Cars.com (non exclusive)
Intriguingly, the deals are sort of two-way. All of the publishers can also buy Yahoo inventory to target their own site visitors who go on to a Yahoo property. But I’m using the term “target” pretty loosely, as none of them can actually buy context: no choice in property, position, or placement.
Cars.com is allowed to do geographic targeting, so this is not a technology limitation, but rather a resolution to potential channel conflict. Yahoo says it will serve up those 2-way ads based on its own yield management schemes, so presumably Forbes or WebMD would have to outbid other potential buyers.
Still, it’s a bit of a “take that, Google, you almost-media company” moment.