Today in Social

Yahoo is telling people it’s not going to sell off its Right Media online advertising exchange. The Journal also says its core ad hosting and targeting technology – its APT platform – will also remain intact, though I don’t see any direct references to it in other interviews. Ad Age hears that Yahoo will invest several hundred million in ad technology, even though its exchange is mostly filled with its own remnant inventory, rather than that of many other online publishers. The six key positioning factors that Yahoo says will differentiate Right Media aren’t earth-shattering, but they’re sensible. Yahoo should indeed invest in advertising technology for its own purposes; I’m less sanguine about  its chances in building out a marketplace.  Possibly Yahoo could combine on some more programs with Microsoft. AOL is also trying to execute on a content plus ad network strategy, with a stronger network but weaker content.

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David Card

VP Research Gigaom Research

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