A new partnership between Yahoo!7 and Digital Niche Pty Ltd, an associated entity of Vivid Group Pty Ltd, looks set to offer marketers even more control over the markets they target. The new relationship focuses on delivering sought after publishers in key vertical markets, allowing marketers to target campaigns to the right consumers on the most relevant websites.

This will not be a blind ad network but will give advertisers full visibility and choice to reach out to the audience of the premium publishers in the Yahoo!7 Publisher Network.

Available to Australian marketers in Q2 2008, this category network will comprise a range of publisher categories, starting strongly in Automotive (including sites for brands such as Aust Land Rover, Rexnet and Oz Honda), Entertainment and Sport, with an intention to also focus on the following areas: Travel, Technology, Finance and Lifestyle.

Markus Barnikel, head of strategic partnerships, Yahoo!7, said: “Yahoo!7 is committed to building Australia’s largest and most sought after publisher network, and we’re creating a unique forum for advertisers to connect with their consumers through delivery of premium inventory within diverse publisher categories. Digital Niche is truly an expert in its field and together our partnership leads the way in providing a premium ad network.”

Damian Cook, MD, Digital Niche, added: “We are looking forward to working closely with Yahoo!7 in rolling out this unique network. In responding to the needs of the Australian market and industry, we have created vertical categories for advertisers to choose the most appropriate publishers. More importantly, this is an ongoing process and this expanding inventory will ensure it’s the must buy for all advertisers.”

This announcement mirrors the trend across marketing currently towards a focus on vertical markets.