Gannett, Yahoo Enter Local Advertising Partnership

By: E&P Staff

On the heels of its positive second-quarter results reported this morning, Gannett announced a local advertising partnership with Yahoo in which all of Gannett’s 81 local publishing organizations and seven of its Broadcasting Division sites will sell Yahoo advertising inventory in Gannett’s local markets.

The partnership, which will extend Gannett’s local media organization reach to as much as 80% of the total digital audience in each market, will provide local advertisers expanded digital reach and audience-targeting capabilities based on geography, user demographics, interests, and more against an expanded audience. 

“This partnership builds on the strength of Gannett’s growing digital business and powerful local brands,” Gracia Martore, president, chief operating officer and chief financial officer, said in a statement. “Working with Yahoo! will allow us to offer targeted advertising messages with unmatched local audience reach.”

In addition, as part of the agreement Gannett may also provide some local content for programming across Yahoo! properties in the U.S., including the Yahoo! homepage.  

“Local advertising continues to be an important area of focus for us, and Yahoo! is committed to helping local businesses reach high quality target audiences,” Yahoo! Americas Executive Vice President Hilary Schneider said in a statement. “This partnership significantly expands our local offering and gives advertisers the technology and scale they need to reach online consumers.”

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