"We're working to programmatically enable the more than 50 percent of inventory that is currently sold via manual processes," said Seth Demsey, senior vice president, global advertising products and strategy at AOL Networks. "This is digital's next salvo in the efficiency war, bringing more premium inventory online. Agencies and brands have spoken. Automation of manual processes is a key priority. This is our collective response and the beginning of the journey to simplify the ecosystem and shift more TV budgets online."
"We are thrilled to work with Microsoft and AOL to collectively improve programmatic buying — simplifying the process for advertisers to buy premium digital ad inventory and making it easier for them to do business overall," said Dennis Buchheim, vice president, product management for display advertising at Yahoo. "Aligning our APIs helps create a thriving digital ad environment where advertisers can feel confident that their programmatic efforts help maximize potential for high-quality premium ad placements and a higher return on their ad dollars."
The announcement has been met with support from a number of companies in the ecosystem, including Yieldex, which runs the largest revenue and inventory analytics platform for digital publishers.
"We are thrilled to work with Microsoft, Yahoo and AOL to collectively improve programmatic buying — simplifying the process for agencies to buy premium digital ad inventory," said Tom Shields, co-founder and chief strategy officer of Yieldex. "Our mission is to make it easier for premium publishers to increase efficiency and maximize revenue. Supporting these new standards helps our customers maintain their premium value while enabling them to realize the benefits of selling programmatically."About AOLAOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions. About YahooYahoo is focused on making the world's daily habits inspiring and entertaining. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, Calif., and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom ( pressroom.yahoo.net) or the company's blog ( yahoo.tumblr.com). About MicrosoftFounded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in software, services and solutions that help people and businesses realize their full potential. SOURCE Microsoft Corp.