LONDON: WPP Group and ailing online giant Yahoo have unveiled a strategic partnership that will make it easier for the advertising conglomerate's agencies to buy online ads from the portal.

The deal initially involves WPP's media buying arm GroupM, and its recently acquired ad sales house, 24/7 Real Media, which will connect to Yahoo's digital trading platform Right Media Exchange.

Says Irwin Gotlieb, GroupM global ceo: "This partnership with Yahoo will give our agencies and, in turn, our clients, an advantage in securing more relevant, high-quality digital media inventory."

Data sourced from Wall Street Journal Online; additional content by WARC staff