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Turner to sell ads on some Yahoo sports sites

NEW YORK
Thu Jul 10, 2008 4:21pm EDT
The headquarters of Yahoo Inc. is pictured in Sunnyvale, California, May 5, 2008. REUTERS/Robert Galbraith

NEW YORK (Reuters) - Time Warner Inc's Turner Broadcasting System Inc unit will sell advertisements on Yahoo Inc's NBA, golf and NASCAR pages in a multiyear deal, the companies said on Thursday.

The arrangement is unusual for Yahoo. Beyond selling ads on its own network of websites, the company has typically provided third-party partners with its online advertising sales team's expertise and technology rather than the other way around.

Todd Teresi, Yahoo's senior vice president of publishing, said Turner's extensive relationships with sports content and advertisers both on the Web and television gave it a "competitive advantage" that made the new advertising agreement unique.

Turner will also provide access to content from the NBA.com, PGATOUR.com, PGA.com and NASCAR.com league sites that it manages.

The companies said all display, sponsorship and video advertising opportunities with those pages will be available exclusively through Turner's 19 sports, news and entertainment properties.

The agreement also provides Turner with access to advanced targeting technologies that will allow it to exclusively sell advertisements based on a consumer's affinity for NASCAR, golf and NBA content.

(Reporting by Yinka Adegoke; Editing by Lisa Von Ahn)


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