Yahoo, Turner partner for content, ads

Yahoo’s sports segments are getting a helping hand from Turner Broadcasting System, a cable network known for handling sports such as NASCAR, the NBA and golf. The deal will allow Turner to handle online advertising sales for the sports pages of Yahoo sites. For their part of the deal, Yahoo Sports will carry some programming from Turner websites.

by Kristina Knight

Turner will sell display and video advertising sales as well as sponsorships for some programming. Yahoo will add Turner content such as on-demand video and articles from sites such as NBA.com, PGA.com and NASCAR.com.

In April, Yahoo entered into a similar content/advertising partnership with Cnet. These deals allow different content providers to carry their programming to Yahoo’s highly trafficked sites, thereby increasing their own traffic patterns and providing more targeted content to their users.

Content partnerships are a fairly new addition to the online world, however, these partnerships are proving to be quite lucrative. By providing consumers with fresh content on a daily and sometimes hourly basis, websites prove that they are worthy of return visits. These content partnerships are a good way to obtain more content while at the same time increasing ad sales.