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BtoB

Yahoo, WPP form ad-buying partnership

Published on .

Sunnyvale, Calif.—Ad agency holding company WPP Group has formed a strategic partnership with Yahoo, which will enable WPP’s agencies to buy online advertising more efficiently, according to the companies.

Under the agreement, WPP’s 24/7 Real Media agency will collaborate with its GroupM and WPP Digital agencies to develop a proprietary media trading platform that connects to Yahoo’s Right Media Exchange.

The agencies will work with 24/7 Real Media to integrate proprietary targeting capabilities into the media platform.

"More and more, we see the need for agencies and media and technology companies to work together to create a new level of value,” said Mark Read, WPP's director of strategy and CEO of WPP Digital.

—Kate Maddox

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