Havas inks deal with Yahoo

Havas Digital's Media Contacts is partnering with Yahoo to develop a media trading platform.

Yahoo and interactive media agency Media Contacts announced a multi-year global partnership that incorporates all the operating units under the umbrella of Havas’ digital property, Havas Digital (Media Contacts’ parent company).

Yahoo is bringing its Right Media Exchange platform to the table, which Media Contacts will work with, while incorporating its own proprietary marketing decision support system, Artemis, in order to develop a proprietary media trading platform for Havas and all of its shops.

Artemis, essentially a marketing data warehouse, will allow Havas to use its own store of interaction data to more specifically target consumer segments in conjunction with the Right Media Exchange. The platform matches up buyers and sellers of web ad inventory using an auction-style format, aiming to give advertisers a better ROI and publishers better value for their impressions.

‘By deepening our strategic media relationship with Yahoo, Havas Digital will develop an innovative trading platform that can apply the insights in Artemis to the benefit of our clients,’ explains Don Epperson, CEO of Havas Digital. ‘The combined capabilities will allow Havas Digital clients to execute highly segmented buys on a mass scale.’

Havas also decided to become an early adopter of Yahoo’s AMP (Advertising Management Platform), which is set to roll out in the fall, initially to be used by members of Yahoo’s newspaper consortium. AMP is a platform that intends to further simplify the process of buying and selling ads online.

‘The innovation happening at Havas Digital, combined with our technology solutions, will help them to achieve a new level of insights and performance for their clients,’ explains Hilary Schneider, EVP of global partner solutions at Yahoo.