Yahoo DSP announces partnerships to boost ad capabilities

Yahoo DSP has unveiled new partnerships and integrations to enhance advertisers' targeting and reporting capabilities.

The company has collaborated with Jounce, Peer39, and Scope3 to introduce advanced facilities in supply path segmentation, inventory quality, and sustainability. This collaboration aims to provide advertisers with improved tools to optimise their campaigns within the complex media landscape.

"These supply intelligence partnerships represent a leap forward in giving advertisers the data and control they need to maximise their campaigns," said Adam Roodman, GM of Yahoo DSP. "With this innovation, we're empowering brands to optimise their investments with greater transparency, efficiency, and actionable insights, reinforcing our commitment to delivering unmatched choice and control."

Furthermore, Yahoo DSP has strengthened its commitment to transparency and accountability by partnering with the Trustworthy Accountability Group (TAG) and the Association of National Advertisers (ANA). This collaboration is designed to enhance the credibility of the programmatic media supply chain.

Yahoo DSP is now offering marketers visibility into their programmatic supply chain via the ANA / TAG TrustNet Programmatic Transparency Benchmark, with improvements in exposure to log files, reporting granularity, and a comprehensive view of costs.

In addition, Yahoo DSP has announced a unique partnership with Roku, focusing exclusively on the US market. This partnership aims to streamline the TV buying process, offering advertisers access to Roku's connected TV (CTV) supply and noteworthy TV audiences.

This collaboration introduces several key features, including the Yahoo ConnectID integration. This integration provides advertisers with enhanced targeting and measurement capabilities while maintaining a focus on privacy. Additionally, through the Roku Data Cloud, advertisers can engage with new audiences that may be challenging to reach via traditional linear TV methods.

Yahoo DSP will have initial access to these new audiences for supply activation, available later this year. Additionally, the Yahoo Backstage activation will allow access to Roku's premium CTV inventory, enhancing transparency and performance in advertising campaigns.

"Roku's collaboration with Yahoo DSP is intended to bridge the gap for advertisers seeking scalable and effective solutions in CTV," stated Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku. "By combining Roku's extensive audience reach and Yahoo DSP's advanced programmatic capabilities, we're allowing brands to connect with viewers in ways that are more data-driven, measurable, and impactful. We believe this partnership represents a significant step forward in delivering a seamless and effective advertising experience across the growing CTV landscape."

These strategic developments by Yahoo DSP are set to redefine programmatic advertising, providing expanded options for advertisers through enhanced transparency and innovative audience-targeting solutions.