Yahoo! have signed an agreement to acquire 5to1. The acquisition of 5to1 will enable Yahoo! to build upon its publisher partnerships and expand its premium inventory.
"We expect to finalize the transaction this quarter and following its completion, the all-star 5to1 team will be joining Yahoo!'s Ad Marketplace group," Yahoo said.
"5to1 is an online advertising alliance consisting exclusively of major media publishers. Built on a proprietary publisher-controlled platform, 5to1 offers top brand advertisers premium inventory at mass scale. By providing premium publishers with 100% transparency and control, the 5to1 platform eliminates the sales channel conflict, disruptive ads and pricing concerns that have forced most quality publishers to exit traditional ad networks. With 5to1, people -- not algorithms -- fill unsold premium inventory with 100% relevant, high-quality advertisements, thereby creating a positive brand experience for publishers, advertisers and end-users alike.
For advertisers, the 5to1 alliance offers 100% premium inventory at scale for the first time ever. 5to1's "double opt-in" platform eliminates the need for inefficient block lists, thereby unlocking access to premium inventory for the top 1,000 advertisers."
[Source: Yodel Anecdotal]