PointRoll warns Yahoo could pull ads

There is a new warning out from rich media firm PointRoll: according to an email from the company, Yahoo may begin pulling rich media ads without warning.

by Kristina Knight

Yahoo and about 30 other publishers offer rich media ads to advertisers through PointRoll's "Included" program. In the past, the ads were offered free of charge once the CPM threshold was met. Now, the ads could be pulled by Yahoo once the cost-per-thousand (CPM) threshold is met, according to MediaPost.

"The stated Yahoo policy is to continue to pay for rich media fees on qualifying placements through May 31, 2007," states the Feb. 16 missive signed by PointRoll Senior Vice President for Sales Andy Ellenthal (via MediaPost). "However, if you are planning a third-party rich media buy on Yahoo, it is advised that you contact your Yahoo representative for clarity and cost expectations."

According to Ellenthal, Yahoo pulled some companys' rich media ads recently and replaced them with standard ads. Yahoo has not commented on the occurrence, saying they haven't seen the PointRoll email.

PointRoll, owned by Gannett, Co., provides roughly 70% of rich media ads. Yahoo moved into the rich media fray late last year through the buyout of AdInterax and investment in Right Media.