Yahoo is shopping programmatic ad deals to agencies

09/8/2013 | Advertising Age (tiered subscription model)

Yahoo is echoing AOL's recent attempt to offer a programmatic system to automate the purchase of advertisements, according to sources who spoke to Advertising Age. Yahoo is asking advertisers for a $5 million upfront commitment for access to premium ad space on Yahoo's home page. Advertisers for their part say they are concerned about the high price tag and the challenges of Yahoo's outdated ad exchange technology.

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