WebProNews

Yahoo said today that it has created Digital Advisory Council that will be made up of industry executives from its agency and advertising partners.

Yahoo says the council will work to explore the ongoing evolution of digital media and online advertising.

Hilary Schneider

"As Yahoo! partners with publishers to extend the reach of our network, we have formed the Digital Advisory Council to identify innovative ways to improve advertiser performance, particularly in anticipation of the rollout of Yahoo's new advertising management platform in the coming months," said Hilary Schneider, executive vice president, Yahoo! U.S.

The council will act as a body for soliciting feedback and will supplement Yahoo's daily communications with advertisers. The company says active discussion with key customers is important in making it a partner of choice, especially with robust competition for ad dollars. Yahoo's Digital Advisory Council will have its first meeting in the fourth quarter of this year.

"Opening up Yahoo! is a key part of our strategy, and we want to help advertisers understand how they can benefit from this approach," Schneider said.

"At the same time, there has been confusion and misinformation surrounding Yahoo!'s agreement with Google, which represents another key milestone in opening up our network. As questions emerge about how Yahoo! will implement this agreement, the Advisory Council will provide a forum for us to engage in a dialogue with key customers on those issues."