"The inventory AOL makes available under the display advertising agreement will be surfaced through RMX across the U.S. and Canada," a representative tells WebProNews. "The overall agreement aims to improve the process of buying and selling premium online display inventory in the non-reserved space."
“Advertising.com has been a long-standing seat holder on the Right Media Exchange, having utilized the Right Media Exchange’s RTB capabilities since 2009," said Brian Silver, Yahoo VP, Ad Platforms for the Americas. "Now, with the addition of inventory from AOL sites, we look forward to AOL continuing to drive yield through their existing advertisers while connecting them with the exchange’s premium advertisers for maximizing yield while delivering on our mutual objectives. AOL’s selection validates Right Media’s commitment to building a premium marketplace on a global scale.”
“We have had a long term partnership with Yahoo and Right Media, and are excited to continue this partnership through this agreement," said David Jacobs, Senior Vice President, Advertising.com. "The agreement provides for Advertising.com to continue to access AOL inventory for our existing advertisers while providing increased competition through additional demand sources."
The companies' agreements last year, which also included Microsoft, were designed to benefit advertisers, agencies, and publishers by providing “more efficient access to premium online ad inventory.”
I'd say today's announcement fits that bill.