Rivals will analyse traffic from advertising campaigns on 11 Emap sites with around 80m ad impressions monthly.
It will use the information to liaise with Emap's sales teams to ensure that all campaigns are managed correctly and run smoothly, and identify ways in which they can boost online advertising performance.
Iain Linkleter, commercial director for Rivals Digital Media, said: "EMAP can eliminate the risk involved with owning a small traffic team while simultaneously receiving enhanced service via reporting, optimisation and delivery. It's more cost effective immediately."
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Bruce Daisley, sales director for EMAP, said: "Rivals has a strong reputation for customer service and it was crucial for us that customers saw real benefit from this change. We're convinced that customers will be delighted with the impact of this change."
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