Under the deal, Yahoo will use its ad network to be the primary sales force for Walmart.com's online display and video advertising. Walmart.com will also use Yahoo's tools to monitor ad performance and ultimately join the AMP ad management platform.
The partnership is notable given that Walmart.com could provide some interesting behavioral ad and targeting possibilities, but will likely be overshadowed over the increasingly hostile battle between Yahoo and activist investor Carl Icahn. Until Icahn's proxy war against Yahoo is resolvedâ€"August 1 or soâ€"these partnerships will be overshadowed.
Nevertheless, Yahoo is doing its best to forge ahead. Among other Yahoo ad related news timed for the Advertising 2.0 conference:
- Yahoo said Havas Digital will become an early adopter of the AMP network and use the company's Right Media exchange. The companies said in a statement that Havas Digital will use Right Media to "develop a proprietary media trading platform based on Yahoo's technology." Yahoo and Havas will also build a global outsourcing center in India and Brazil.
- Yahoo will join the CBS Audience Network and get access to the CBS entertainment catalog on Yahoo TV. CBS is acquiring CNET, parent of ZDNet.
- Yahoo also announced a circular program to allow retailers to deliver personalized newspaper ads directly to consumers on the company's network. Yahoo also added 94 newspapers to its network for a total of 779.