Rich media ad vendor PointRoll recently warned customers that their rich media ads were being pulled by Yahoo without warning, but other vendors are not reporting the same problem with their ads, writes MediaPost.

PointRoll competitors DoubleClick and EyeWonder say they have not seen instances of their rich media ads' being unilaterally pulled by Yahoo. Together DoubleClick and EyeWonder account for roughly one-third of the rich media ads Yahoo serves up.

Unlike PointRoll's "Included" program, in which the advertiser paid no additional fee for the placement of rich media ads, DoubleClick offers a mix of publisher- or advertiser-paid placements. EyeWonder appears to have a similar arrangement. Because PointRoll ads account for 67 percent of Yahoo's rich media impressions, the publisher agreed to cover the additional fees for the advantage those ads gave it.

Yahoo is now pushing its own rich media ad platform, which may be a factor in the problems that PointRoll is having. PointRoll has said that the parameters for its "Included" program have been hard to divine and constantly shifting of late.