A consortium of TV stations and daily newspapers...
A consortium of TV stations and daily newspapers is working with Yahoo on advertisements. Representing 50-plus media companies, the Local Media Consortium said ad agencies and others will get access to Yahoo’s display and native ad offerings and ad platforms…
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including the Yahoo Ad Exchange. The effort will “help more local advertisers build integrated, cross-channel campaigns,” said Eric Aledort, Yahoo’s head of media, global partnerships, in a news release Tuesday (http://bit.ly/1pI6aT2). Consortium members include Cox Media Group, Digital First Media, Morris Communications, Scripps and Schurz Communications. Consortium members can sell Yahoo’s ads, but that company can’t sell members’ inventory, Executive Director Rusty Coats emailed us. “The purpose is to extend audience reach for local businesses online beyond” a paper’s or TV station’s website, he said. For consortium inventory other than locally sold ads, it’s forming a private exchange for members “to leverage our scale and brand-safe audience” for ad buyers, building that in Google’s AdX, said Coats.