In a crucial major development in online advertisements Yahoo has struck deals with four major Web publishers, including one displacing rival Google Inc. The Internet firm marked another step toward creating a sizeable network of ‘premium’ publishers that show its advertisements.
Reacting over the deal, California based firm has said that it has inked an exclusive, multi-year pact with health-information site WebMD Health Corp. According to the arrangements of the deal Yahoo will provide both search-based and image-heavy display advertising to WebMD consumer sites, including WebMD Health and MedicineNet among others.
In turn, WebMD is believed to show advertisements sold by its own sales force to visitors of its sites who afterward directed to Yahoo sites. Wayne Gattinella, President and CEO of WebMD, has said, ‘These strategic agreements, which dramatically extend WebMD’s ability to uniquely reach health-involved consumers across the breadth of both WebMD and Yahoo! properties, will create incremental revenue opportunities for us’.
He further added,
We’re pleased to bring Yahoo’s world class sponsored search capability to WebMD users as they seek credible health information on our network of consumer sites.
The recently struck deal is undoubtedly stamps Yahoo continues to execute on its strategy to build the largest most effective ad network, rightly mentioned by Todd Teresi, senior vice president of the Yahoo publisher network.
Yahoo has already entered into many other display-ad partnerships with eBay Inc., a consortium of 400 daily newspapers, Comcast Corp. and AT&T Corp. In addition to it, Yahoo will expand more publisher partners for its display network from its pending $300 million takeover of BlueLithium.
Finacial terms and condition of the deal has not been disclosed yet. However, the structure of the deal explicitly indicates that how Yahoo aims to leverage its experience in display advertising, its improved search- marketing platform.
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