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AOL, Microsoft and Yahoo announce ad sales partnership

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New York—AOL Inc., Microsoft Corp and Yahoo have announced an agreement to offer each other's online display advertising inventory to their respective customers. The agreement, which industry observers say is aimed at Google and Facebook, is designed to provide marketers efficiency in buying premium online display ads at scale. To enable the agreement, the three companies will integrate one another's real-time bidding technologies, an arrangement they hope to achieve by early next year. “There has a been a significant shift in how inventory is bought and sold, and we're now 100%-focused on controlling our own destiny, working directly with marketers and agencies, and driving better returns for our advertising partners,” said Ross Levinsohn, Yahoo exec VP-Americas, in a statement.
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