As publishers continue to grow their digital strategy, a robust content management system is a critical part of yield management. And tying an understanding of yield from non-guaranteed to premium/guaranteed, across channels, and what to expect from content (predictive analytics) through a CMS is still a publisher dream. Though Google is progressively getting into the content space with YouTube, Next New Networks and tiny Zagat among others, it is clear that unique content and creative is progressively becoming the new, differentiating technology.
It's interesting to note that each of the ABC news reporters that were trotted out for this event stressed the benefits of the real-time and "live" aspects of the partnership as the news organization will be able to extend its content online with out the restriction of broadcast time. For brand dollars looking to extend its buy from TV to online in a brand-safe environment, branded channels through Yahoo!'s scale and CMS seems powerful. Will Yahoo! continue to aggregate relationships like ABC? - whether its news, entertainment, lifestyle content, etc. For Yahoo!'s own survival, this would seem to be the right move.
More premium content means more premium inventory and a content bridge from the lean-back world of television to a progressively leaning-back world of online.