Mclean based-Gannett Co., Inc. (NYSE: GCI) has extended its partnership with Yahoo! (NASDAQ: YHOO) to expand their local advertising reach.
All of Gannet's 19 local broadcasting division markets will be able to take advantage of the new advertising sales effort by February 2012.
Nine of Gannett's Broadcasting Division markets and all of the 81 company local publishing organizations will offer services through Yahoo! as part of their marketing package. The companies said they utilize dynamic targeting with data from geography, demographics, behaviors and interests of the local markets they cater to.
The continued partnership between Sunnyvale, California-based Yahoo! and Gannett is a wager that large companies often noted to be too impersonal to the local level markets will be able to capitalize on the growing shift to the arena, where local businesses can presumably target their customer base utilizing better advertising technology.