Though antitrust worries may keep Yahoo from doing a deal with search giant Google, there’s nothing to keep them from working a new deal with global retail Wal-Mart for its web properties.

Until the economy began to turn softer than an ice cream cone in August, Yahoo fared well in display advertising. A subsequent weakening of automotive and financial ad buying proved a harbinger of tougher days ahead.

Regaining the display swagger will help Yahoo. The company pushed out a group of announcements about their advertising program today, one of which discussed the Bentonville, AR, retailer. Yahoo landed a multi-year deal to handle Walmart.com’s ad business:

Yahoo! will bring its extensive network of leading brand advertisers to Walmart.com and serve as the primary marketing and sales channel for the site’s display and video advertising. Yahoo! will also apply its industry-leading ad-serving, targeting and inventory management capabilities to power ad pricing, targeting, delivery and reporting for Walmart.com. The site will ultimately become a participant in AMP! from Yahoo!, the recently announced advertising management platform that will become available to publishers later this year.

On the content side, Yahoo also disclosed an agreement that will bring the CBS Audience Network to Yahoo’s visitors. The ad-supported deal places CBS content inside Yahoo; an interesting side note from CBS claims the deal expands the Audience Network’s reach to an unduplicated 92 percent of the US online audience.

Posted on Wednesday, June 4th, 2008 at 11:08 am. Permalink