Yahoo in digital ad deal with Mediaset for Italy

Yahoo and Mediaset have struck an exclusive three-year deal for the sale of display, native and video advertising and content marketing on Yahoo’s Italian site.

Mediaset said the deal would place its online advertising arm Mediamond immediately behind Google and Facebook in local measurement group Audiweb’s rankings, with a monthly reach of 21.2 million people and a daily reach of 5.3 million.

Yahoo’s proprietary native platform Gemini wlll be available to Mediamond, while Mediamond and general ad sales arm Publitalia will be able to use social network Tumblr for cross-media projects, according to Mediaset.

Mediaset CEO Pier Silvio Berlusconi said that Yahoo was a brand with “extraordinary recognition and authority in the digital world”, which was playing an ever more important role in media strategy.