At Yahoo we are investing in programmatic capabilities that make it easier for advertisers to do business. Today, we announced that Yahoo, AOL and Microsoft are working together to improve programmatic buying of premium inventory by aligning APIs – alongside real-time bidding opportunities. With this move towards a common set of technical specifications, we are simplifying the process for advertisers to discover, price and order high-quality advertising inventory.
Now advertisers can confidently and efficiently leverage programmatic buying for premium ad placements and achieve a higher return on their advertising spend. Several agencies, advertisers, and channel partners are piloting Yahoo’s API for this type of programmatic buying. Over the coming months, additional clients and ad technology vendors will have an opportunity to adopt the APIs – streamlining the programmatic buying process and enabling further industry growth.
For more information, you can view the press release here.