Yahoo! is to handle the display advertising of we7, the music streaming site funded through advertising.
This agreement is designed to increase advertising revenue for the music site through Yahoo!'s industry knowledge and size, which will in turn enable more consumers to listen to music on the site without charge.
Steve Purdham, we7's chief executive, confirmed, moreover, that talks are ongoing about embedding we7 on Yahoo!'s homepage and stressed the importance of music to many digital consumers.
The executive said: "we7 has always focused on making ad funded music work. We believe that this partnership will offer large impact campaigns to brands, eventually making us one of the top five music destinations in the UK."
Former Genesis singer Peter Gabriel backed the music site's inception in 2007, since which time the service has grown rapidly.
Its UK user base is growing at 400% annually, with up to five million songs now available in its database.
According to the Telegraph, three million users currently visit the music site monthly. Roughly half of those come directly to the site and half from affiliated sites such as NME.com.
Clearly it is hoped that this agreement with Yahoo! will increase their overall traffic and, to begin with at least, could increase the proportion of visitors from partner sites.
