Microsoft on the Big Ad Dea


First, let’s talk about the ad alliance between Yahoo, AOL and MSN. Specifically, can you talk about what it means that each partner is able to set its own rules?
Each of the partners maintains complete flexibility in managing the exchange controls related to inventory sold through its exchange. This applies to such things as inventory transparency, buyer and advertiser block lists, floor prices, grouping of inventory, etc. It’s important for each publisher to have the ability to manage these controls independently in order to maximize their return. While agencies and advertisers can buy inventory from each of the partners’ ad networks, other buyers and intermediaries can access the inventory directly off of the partners’ exchanges…

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