Yahoo has struck an agreement with LucidMedia in a move to enhance contextual display advertising on its Right Media Exchange, the companies announced Tuesday.
The arrangement comes as Yahoo and its competitors, which rely heavily on ad revenue, face a challenging environment as the economy softens and advertisers pull back. With the agreement, Yahoo is seeking to grab market share from Google and Microsoft.
Under the agreement, Yahoo's Right Media will support buyers and sellers that use LucidMedia's contextual advertising engine ClickSense. The arrangement will allow Right Media users to categorize their display advertising inventory, using targeted tags … Read more