Microsoft, AOL and Yahoo have announced agreements that they hope will dramatically improve the process of buying and selling premium online display ads. The agreements will allow ad networks operated by Yahoo, Microsoft and AOL to offer each other’s premium non-reserved online display inventory to their respective advertising customers.

While agencies and advertisers can continue to choose to partner across Yahoo Network Plus, AOL’s Advertising.com and the Microsoft Media Network, this partnership will also offer the efficiency of buying premium display inventory at scale to reach customers and audiences. Simultaneously, the partnership should enhance the demand for and value of each party’s display advertising offerings as well as provide better yield for both participating publishers and advertisers.

“We are excited to be part of this partnership,” said Ned Brody, chief revenue officer, AOL. “(This) announcement sets in motion the opportunity for advertisers to achieve scaled solutions across premium publishers. This should reduce friction in the marketplace, which will benefit both advertisers and publishers. And this partnership will take our existing Advertising.com partnerships with both Microsoft and Yahoo to a new level.”

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