This week, Yahoo ! announced a strategic partnership with a consortium of 170 US newspapers. This deal extends Yahoo!’s advertising network, which also includes eBay and Right Media.
Actually, the consortium will use Yahoo!’s technology platform to sell online advertising for the newspapers’ sites, while the consortium will manage local ad sales for Yahoo!
Regarding the search business line : deployment of Yahoo! Web search (including sponsored search of course) on newspaper sites. The deal extends to reach of Yahoo!’s local tools and content to the consortium’s sites.
How this agreement should benefit Yahoo! ?
Yahoo! Will leverage the newspapers’ sizable local sales efforts to reinforce its local advertising to monetize local queries and the newspapers sites’ 58 million unique visitors will add significant new reach and monetization potential for Yahoo! Ad network.
The initial execution will integrate Hot Jobs with the newspaper recruiting: the consortium will begin upselling its job listings on HotJobs and adopt HotJobs as its technology backbone by Q1 07.
This strategic agreement enables Yahoo! To leverage the newspapers’ high quality local content and classified advertising on Yahoo! Web pages. Let me remind you that the local advertising market is around $100 bn!!!
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Local content and local search are big markets for sure. As a user, I am a big fan of Google local.
There is also Touch Local, but only in the UK. I like their services.
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