While Eric van Miltenburg, GM of Yahoo's Newspaper Consortium Group, was mum on some aspects of the partnership he did confirm that Yahoo and its newspaper partners are discussing possibilities that exist around display ads. Specifically, the consortium, which started simply to shore of classifieds and jobs ads, has been discussing display ads as a potential expansion of the partnership. Under such a deal, Yahoo would be serving up the ads on the paper's sites but both parties would likely have the ability to cross-sell.

Display ads are often more sought after than text or search ads by marketers because they allow for a better branding opportunity. Companies who have been hesitant to dive into search ads may be more willing to buy display ads because it's a solid buy and not dependent on the number of searches and click-throughs.