Yahoo Takes Open-Network Approach to Online Ad Partnerships

october 17, 2007  12:17 pm
"While Google extends its reach to sell ads on sites all over the web, Yahoo is appealing to big-name publishers with a different approach: You sell ads on our portal, we'll sell ads on your sites," AdWeek reports. Partners in the Yahoo network, which so far include WebMD,, and Ziff Davis Media, can sell ads on Yahoo sites, and Yahoo can sell ads on partner's sites. "Typical ad network relationships are one way," says Todd Teresi, senior vice president of Yahoo's publisher network. "The open approach is going to become a new paradigm of how partnerships are struck."