Yahoo, AOL and Microsoft call for common automated-buying standard

09/24/2013 | Advertising Age (tiered subscription model)

Yahoo, AOL and Microsoft, which two years ago agreed to sell their low-end display ads through each other's networks, are now calling for a common automated-buying standard to help facilitate one-stop digital ad purchases from top publishers. "The idea that we're still pushing paper back and forth is mind-boggling," said Daniel Sheinberg, Microsoft's senior director of display marketplaces. As part of the agreement, Yahoo has started automating sales of its premium ad slots, with a complete launch expected by the first quarter of 2014.

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