Sunnyvale, Calif. - Yahoo (NASD: YHOO) on Friday announced a multi-year strategic partnership with several units of advertising giant WPP (NASD: WPPGY), which the company said will allow the companies to buy digital display advertising across the Internet more efficiently.

"More and more, we see the need for agencies and media and technology companies to work together to create a new level of value," said Mark Read, WPP's director of strategy and CEO of WPP Digital.

The collaboration between Yahoo and WPP's GroupM and 24/7 Real Media will see the firms receive greater access to ad inventory on Yahoo's owned and affiliated networks.

They will also work with Yahoo to develop a new media trading platform that connects directly to Yahoo's Right Media Exchange.

"As marketers take new approaches to understand and engage consumers, we are thrilled to partner with a powerhouse like WPP to evolve and grow their digital practice with our next-generation solutions," said Hilary Schneider, EVP of global partner solutions at Yahoo.

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http://biz.yahoo.com/bw/080516/20080515006546.html?.v=1

http://www.wpp.com