Yahoo!7 pulls out of online publisher ad exchange
Yahoo!7 has withdrawn from negotiations as Australia’s leading online publishers finalise plans to establish a premium advertising marketplace, Mumbrella can reveal.
In April, it was reported that Australia’s big four online publishers, News Corp Australia, Fairfax Media, Mi9 and Yahoo!7 were in discussions to create an advertising exchange that would aim to challenge the power of online behemoth Google in the Australian online advertising market.
Mumbrella understands negotiations are now in their final stages with the exchange due to launch by the end of next month.
Sources close to the discussions have said the reason for Yahoo!7’s withdrawal is that it is unhappy with the commercial arrangements being offered within the exchange, particularly around the costs and method by which inventory will be sold.
Sounds like a “cartel”
Presumably it is designed to push up yields?
This is interesting but just a natural development in the RTB world.
The exchange is a re-brand of AppNexus, who Microsoft already use, http://www.appnexus.com/microsoft-case-study
The interesting question is will The Guardian join / be-allowed to join? They’ve had talks.