Media giant Gannett today announced a local advertising partnership with Yahoo. The partnership aims to combine Gannett’s local media brands, sales capabilities and audience with Yahoo’s advertising experience and technology.
As part of the agreement, Gannett’s 81 local publishing organizations and seven of its Broadcasting Division sites will sell Yahoo ads as part of their inventory solution.
The partnership aims to give local advertisers better reach and targeting capabilities based on geography, demographics and interests. Gannet will tap into Yahoo’s targeting and ad ordering capabilities.
According to a press release issued by the two organizations, Gannett’s local media reach will cover as much as 80 percent of the digital audience in each market.
“This partnership builds on the strength of Gannett’s growing digital business and powerful local brands,” Gracia Martore said in a press release. Martore is the president, chief operating officer and chief financial officer at Gannett. “Working with Yahoo will allow us to offer targeted advertising messages with unmatched local audience reach.”
The agreement also positions Yahoo to get select local content from Gannett.
“Local advertising continues to be an important area of focus for us, and Yahoo! is committed to helping local businesses reach high quality target audiences,” said Hilary Schneider, executive vice president, Yahoo! Americas. “This partnership significantly expands our local offering and gives advertisers the technology and scale they need to reach online consumers.”
A phased rollout will begin this quarter and will continue into 2011.