The partnership will allow all three companies to sell each others unsold premium advertising inventory called display advertising. Display ads will be displayed in big size units in the web pages which will attract marketers interested in promoting and branding their product. Marketers have to give high rates for online display ads in web pages of online companies.
"The spirit of the deal is important and we support it," said Nick Beil, president of the VivaKi Nerve Center, part of the advertising holding firm Publicis Groupe SA.
The move has come as AOL, Microsoft and Yahoo are losing market share in online advertising. Facebook and Google Inc are expected to increase their share of online display advertising in the United States in 2011 by 9.3 percent and 16.3 percent respectively, according to estimates from research firm eMarketer.