Yahoo! Inc. (NASDAQ:YHOO), Microsoft Corporation (NASDAQ:MSFT) and AOL Inc. (NYSE:AOL) have agreed to allow advertisers’ access to inventory for premium ads by standardizing technical specifications for sales of digital advertising. All three tech companies said that they are ready to join forces to work on a number of programming interfaces application, abbreviated as APIs. This venture will make the process of purchasing best digital ads easier. API specifications will be provided in the next few months.
Before this initiative by these three companies, selling and buying of premium ads had a lot of constraints due to processes involving manual sales. All the three companies agreed that this coalition for API specifications will allow present channels’ direct sales to be matched and at the same time eliminate difficulties for those advertisers who want to purchase and for publishers who want programmatic sales of their items.
Corporate Vice President of Microsoft Advertising, Rik van der Kooi believes that this method will be fruitful for both advertisers and publishers. He says that it will help deal with problems that arise with prominent brand internet buys. He also says that with this coalition Premium Publisher Offerings’ restricted demands will also be undone, which will help encourage the offline media to spend online.
AOL last month made a $405 million (cash) purchase of Adap.tv, which is a platform for video advertising. This helped presence of AOL’s stocks to grow in the digital video market. In the second quarter AOL’s revenue for adverting went up by 6.9% ($361.2 million). Shares of AOL went up by a figure of 31 cents, making it $35.26 a share in the recent trading. Shares of Yahoo also went up by a figure of 1.6% ($30.75), whereas shares of Microsoft went down by a figure of 25 cents, reaching $32.48 a share.
Shares of Blackberry Ltd (NASDAQ:BBRY) went down because of the company’s unjustified contentment as a result of which it failed to give any competition to Android platform of Google Inc (NASDAQ:GOOG) and iPhone of Apple Inc. (NASDAQ:AAPL). An upgraded edition of Apple Inc. (NASDAQ:AAPL)’s iMac was launched. The updated version had new features, such as faster performance, more video memory and a slim design with 32GB memory.
Current session shares’ value;
Shares of Microsoft Corporation (NASDAQ:MSFT) went down by -0.76% ($32.49), share of Yahoo! Inc. (NASDAQ:YHOO) went up by 3.68% ($31.38) and share of AOL Inc. (NYSE:AOL) went up by 0.40% ($35.09).