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Yahoo To Launch Publisher Ad Network In India

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…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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