Yahoo!7 is seeking to build up a new network of advertising partners in categories such as automotive, travel, technology and lifestyle, and has signed a partnership with online technology company Digital Niche to achieve this.
The network, called the Yahoo!7 Publisher Network, is a global first for Yahoo! its Australian office claimed. Yahoo!7, using Digital Niche technology to optimise its online advertising network, will seek to sign up partners in the vertical markets mentioned above. However, the network will not be a blind network (where advertisers are not told prior where there ad will appear) but will give advertisers full visibility and the choice to use premium publishers in the network.
Yahoo!7 has signed up Land Rover, Rexnet and Oz Honda to its automotive category already, and is looking to build on these sites in the other categories of travel, technology, finance and lifestyle.
Markus Barnikel, head of strategic partnerships at Yahoo!7, said: “Yahoo!7 is committed to building Australia’s largest and most sought after publisher network, and we’re creating a unique form for advertisers to connect with their consumers, through delivery of premium inventory with diverse publisher categories.”
Digital Niche managing director Damian Cook said: “We have created vertical categories for advertisers to choose the most appropriate publishers.”
