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Yahoo! President Sue Decker Outlines Vision for Online Advertising Transformation in Advertising 2.0 New York Keynote

5 June 2008 658 supporters One Comment

Outlines Significant New Industry Agreements, Milestones in Newspaper Consortium, and Launch of New Yahoo! Circular Retail Initiative

NEW YORK, Jun 04, 2008 (BUSINESS WIRE) — Sue Decker, president of Yahoo! Inc. (Nasdaq:YHOO), addressed the advertising industry during a keynote this morning at the 2008 Advertising 2.0 New York conference. Decker’s remarks focused on the transformation taking place in the industry as well as the opportunities and solutions for advertisers, ad agencies and publishers. Decker also referenced announcements the company made earlier today, including deals with Walmart.com and Havas Digital; the launch of Yahoo! Circular, a program for delivering personalized retail marketing to consumers; and a new milestone in the Newspaper Consortium, a partnership between Yahoo! and hundreds of local U.S. newspapers.

Decker asserted that the industry is on the cusp of a renaissance in display advertising, and that new products, technologies and platforms will make it more efficient to reach consumers. Decker also talked about the importance of striking the right balance between monetization and the customer experience.

“Yahoo! is helping to accelerate the transformation of how display advertising is both bought and sold,” Decker told the audience earlier this morning. “First, we are developing the technology, products and platforms that are designed to help advertisers find the right audiences and publishers find the right advertisers. Second, we are partnering with publishers to secure and monetize inventory that advertisers and agencies find desirable. And third, we are partnering with advertisers and agencies to channel demand to the right consumer.”

Throughout her address, Decker outlined new deals and other news announced by Yahoo! this morning, including:

Yahoo! to Sell Display Advertising for Walmart.com

Yahoo! announced a strategic, multi-year relationship for online display and video advertising with Walmart.com. This agreement enables Walmart.com to leverage Yahoo!’s advertising platform to present new offers to online customers. Yahoo! also becomes the exclusive portal to resell Walmart.com’s display inventory. Marketers should be able to take advantage of Yahoo! and Walmart.com’s partnership in the online retail category later this month.

Yahoo! and Havas Digital Announce Multi-Year Global Advertising Partnership

Yahoo! and Havas Digital, one of the world’s leading interactive agencies, announced a global partnership that encompasses all of the operating units within Havas Digital. Havas Digital has agreed to work with Yahoo!’s Right Media Exchange to develop a proprietary media trading platform based on Yahoo!’s technology. To better serve their customers and extend its advertising platform, Havas Digital plans to be an early adopter of AMP! from Yahoo!, which significantly simplifies the process of buying and selling ads online.

Yahoo! Personalizes Today’s Newspaper Circulars

Yahoo! announced the launch of the Yahoo! Circular program, enabling retailers for the first time to deliver personalized newspaper circulars directly to consumers across the Yahoo! network based on their interests. The program is intended to supplement existing newspaper-based marketing programs for retailers by delivering other key benefits like incremental reach, cost efficiency, flexibility in regional pricing and product availability, as well as the opportunity to deliver advertising throughout the week – not just on Sundays when circulars appear most often. Yahoo! has recently tested the technology with a select group of retailers nationwide.

Newspaper Consortium Sees Continued Growth

Yahoo! has announced that 94 more newspapers have joined Yahoo!’s industry-leading partnership with U.S. local newspapers, bringing the total number of members in the Newspaper Consortium to 779 newspapers. Since its launch in November 2006, the Newspaper Consortium has nearly quadrupled in size. Later this summer, the first of Yahoo!’s newspaper partners will begin implementing AMP!, from Yahoo!, the new advertising management platform. This next-generation platform is designed to provide best-of-breed ad tools to enable Newspaper Consortium members to better target ads to specific audiences, as well as more easily and efficiently package greater amounts of inventory from across the network.




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