Yahoo Follows AOL and Pitches Agencies On ‘Programmatic’ Upfront Deals
AOL isn’t the only big portal throwing a so-called “programmatic” upfront.
Yahoo has been quietly pitching agencies in recent weeks on a way to buy Yahoo premium ad inventory such as its homepage and category pages through an automated system in exchange for an upfront commitment of at least $5 million, according to sources briefed on their plans.
Advertisers tend to use their “programmatic” budgets to buy ads through auction-based technologies in real-time. But AOL and now Yahoo are trying to popularize the notion that marketers should commit those budgets in advance for better rates and access to proprietary technologies.
