Fairfax, News and Mi9 exchange 'days away' as Yahoo!7 goes alone

By Brendan Coyne | 3 September 2013

Yahoo!7 is to launch its own ad exchange, making headlines just days before Fairfax, News Corp and Mi9 are due to announce their private exchange plans to advertisers and agencies. The aim is to raise, or at least halt, the decline in yields, increase efficiency and give brands a safe environment in which to advertise.

Yahoo!7 was originally part of that gang, but pulled out, arguing that it could make better returns on its own. It may return to the fold should that prove not to be the case. Amanda Millar, Yahoo!7 director of trade marketing and corporate affairs said that the company had no announcement at this stage but that the story reported by The Australian was fact.

Meanwhile the gang of three private exchange, powered by AppNexus, could be officially announced as early as next week.

AppNexus was founded by Brian O'Kelley, the man behind the Right Media platform that was subsequently sold to Yahoo! for $850 million. Yahoo!7 was reported as saying that it had not used the platform yet in Australia to power an exchange because it wanted extra capabilities including video. It is also trialling other platforms ahead of a launch anticipated this year.

The gang of three private exchange has a combined reach of around three quarters of the Australian market. Other parties with significant volume may also be invited to join the exchange.

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