Yahoo! has continued its policy of striking partnerships with online and mobile sites after being appointed by T-Mobile to sell ads on its portal.
Through the deal, Yahoo! will sell banner ads on T-Mobile, adding to a mobile inventory that also includes Vodafone. Specialist mobile video sales house Rhythm New Media will continue selling video ads on T-Mobile.
"What brands want is audience," said Geraldine Wilson, vice-president of connected life at Yahoo! Europe. "They don't mind what operator they're on - it's all about building scale."
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