RUMOR MILL
Additionally, under the agreement, Yahoo will provide its proprietary in-stream advertising technology to the stations, which inserts online ads over the broadcast station's local advertisements.
Monday, November 12, 2001
MORE ONLINE RADIO? YAHOO.
Yahoo! Radio Adds Citadel's 140 Stations to Streaming Network
Hoorah! Citadel Broadcasting Company has become a part of the Yahoo! Radio network. The broadcast company and Yahoo! Inc. announced their webcast deal today, which adds Citadel's 140 stations to Yahoo Radio's network of about 300 streaming stations. Now office workers can drown out the webcasts coming from the next cubicle with a whole new set of stations!
Additionally, under the agreement, Yahoo will provide its proprietary in-stream advertising technology to the stations, which inserts online ads over the broadcast station's local advertisements.
Yahoo developed the technology after the recent rights issues regarding broadcast advertisements being used in webcasts caused several radio station online streams to be shut down.
But the joy doesn't stop there. In addition to being an ostensible solution to the online ad dilemma, the new technology opens up additional advertising opportunities for Citadel—and, oh yeah, Yahoo. Woohoo!
