Yahoo is planning to launch a publisher ad network in India, MediaNama had learned from multiple, reliable sources. The company, a large publisher itself, has plans to tie up with other publishers to consolidate advertising inventory, and offer potential advertisers a wider audience base to target. These can be niche – for example, glam media is a well known example of a publisher ad network started by Glam.com, which targets womens sites. Yahoo’s impending launch of its own network is an interesting one, particularly given the context that it sold its stake in Tyroo late last year to Xplorer Capital. Yahoo had bought a 35% stake in Tyroo in an all cash deal in 2007.
What exactly Yahoo is up to is not very clear for the moment, and we’ve been awaiting a response from the company regarding this, for five days now. An industry source had told MediaNama well a month and a half ago that Yahoo is signing up publishers directly using their own smartads platform, which allows advance retargeting and behavioral retargeting.
However, on February 2nd, we were contacted by a company called Nexzenpro, which claimed that Yahoo will route their campaigns through two select Ad networks in India, and that “‘Nexzenpro” is one of the premium network (sic) shortlisted by Yahoo India.” They claimed that the Yahoo-Nexzenpro partnership will help monetize remnant inventory. On being contacted by MediaNama, the Nexzenpro representative did not appear to know who Yahoo’s other partner is, nor did they appear to be in a position to discuss the type of campaigns and measurement metrics on offer, or the nature of their relationship with Yahoo India. The email mentioned that publisher partners would be mailed weekly reports, and payments will be made strictly within 60 days from the date of invoice. Yahoo India is yet to respond to a request for clarification on whether they have tied up with this company.
Publisher networks are supply-side networks, since they aggregate the supply of inventory, and then negotiate with potential advertisers on the basis of their extended reach. The greater the reach, the more the bargaining power. Most advertising networks in India are supply side networks, although they tend to be independent. The other type of ad network is the demand-side network, which focuses on optimizing audience deliverables to agencies, and is an aggregation of demand from advertisers and agencies for a specific audience type, as opposed to aggregating advertising supply from publishers.
We’ll update in case we hear from Yahoo India.
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