The beleaguered Yahoo Inc has entered into collaboration with the WPP Group, as per which the latter can purchase advertisements on Yahoo’s online ad exchange. Yahoo Company recently managed to shake off a $47.5 billion hostile takeover bid from Microsoft Corporation, thereafter which it got engaged in a proxy battle headed by activist investor Carl Icahn.

 

Speaking about its deal with WPP group, Yahoo has said the collaboration will first involve WPP units GroupM and 24/7 Real Media. The companies have announced in a recent statement that under the collaboration, WPP advertising agencies will create a proprietary advertising media trading forum through its 24/7 Real Media arm in order to reap benefits from Right Media exchange of Yahoo.

 

The Right media was purchased by Yahoo the previous year to increase sales of its online display advertisement. Along with Yahoo, the WPP will also work towards creating a WPP market place. This would broaden the horizon of the WPP advertisement agencies by providing it more space to advertise over the internet apart from providing knowledge of how to purchase ads economically for clients.