Search engines sign up to open source initiative

26/06/2008

Some of the internet's biggest search engines have signed up to a new open source digital advertising initiative created by Publicis Groupe.

The Audience on Demand Network, part of the VivaKi Nerve Centre, will see Google, Yahoo!, Microsoft and AOL's Platform-A division technology combine to help marketers reach specific categories of web users - such as mothers, travellers and pet owners - with one campaign purchase.

Publicis said that the platform will use Google's DoubleClick and Yahoo!'s Right Media Exchange services, as well as sites operated by AOL and Microsoft.

Commenting on the new platform, Hilary Schneider, executive vice-president of global partner solutions for Yahoo!, said: "Yahoo! believes that the industry's next phase of growth will be driven by collaboration and through platforms that enable a more open approach to the way online advertising is bought and sold online."

Yahoo! also announced that it is to work with Publicis on a mobile advertising scheme.