Embattled Yahoo! Inc. and advertising services provider WPP announced a strategic partnership that will enable WPP agencies to buy digital display advertising across the Internet more efficiently. The partnership will initially involve a collaboration between Yahoo! and WPP’s GroupM and 24/7 Real Media.
As part of the agreement 24/7 Real Media will develop a proprietary media trading platform that connects to Yahoo!’s Right Media Exchange. WPP will also work with Yahoo! to develop a WPP marketplace, giving WPP’s agencies even greater access to inventory, visibility across the market and insight into value.
This is what Yahoo! should be doing. Create initiatives, no matter what size it is.