In 2006, 176 newspapers came together in a partnership with Yahoo to
found The Newspaper Consortium. The idea, a simple one now, was an
important step forward for the development and growth of ad networks.
Yahoo had the reach — 400 million users worldwide at the time, according to The New York Times
— but the newspaper companies (which included the MediaNews Group,
Hearst, Belo, Scripps, Journal Register, Lee, and Cox) — had the
experienced ad sales teams. Together, they sought to increase revenues
all around — so that a newspaper could sell local ads to local
businesses that ran when local readers went to Yahoo, splitting the
proceeds along the way.