Slipping into
Yahoo's back door

Hoping to define success on its own terms, Yahoo is unveiling a strategy that differs from rival Google, reports Adweek.

The strategy involves partnering with publishers across the internet to cross-sell ads on each other's properties. That means Yahoo gets access to publisher inventory and the publishers get access to Yahoo's plethora of pages.

The portal giant has added four new sites to its list of partner publishers. WebMD, Forbes.com, Cars.com and Ziff Davis Media have all agreed to cross-selling deals with Yahoo.

The deal means different things to different publishers, with some seeing it as a great way to unload remnant inventory, and others perceiving it as a foot in the door to Yahoo's network.