VP Ramsey McGrory of Yahoo! spoke to AdExchanger.com about today's announcement regarding the acquisition of Invite Media by Google.
"Demand-side platforms (DSP) are a new participant in the digital advertising marketplace with the potential to provide a lot of value. Yahoo! created a DSP pilot program earlier this year to work closely with several DSP leaders, including Invite Media, to establish best practices in audience buying for our mutual clients. We expect to continue working with our DSP partners to understand their evolving business models, and most importantly to provide marketers with integrated targeting and measurement for the audiences they most want to reach."