Yahoo launches AI-powered ad solution with Innervate partnership

Yahoo Advertising has introduced Yahoo Creative, a full-stack data-powered ad creative solution designed in collaboration with Innervate. Yahoo Creative employs artificial intelligence to tailor creative executions across multiple platforms based on the viewer's data, utilising Yahoo's identity solutions drawn from its substantial logged-in user base. The solution operates across connected TV (CTV), mobile, display, digital out-of-home (DOOH), and other channels.

The launch sees active use in the US market, with companies like Princess Cruises and agencies such as the omnichannel media agency Assembly already utilising the new solution. Yahoo Creative integrates seamlessly with the Yahoo demand-side platform (DSP) and is also designed to be interoperable with other advertising technology platforms.

Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo, commented on the new solution's significance, stating, "In today's cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results."

Yahoo Creative aims to bridge the gap between creative capabilities and the rapid evolution seen in programmatic technology. Utilising Yahoo's Identity Solution, powered by a robust first-party dataset from more than 50 million logged-in users across Australia and Southeast Asia, the tool offers dynamic creative development in real-time.

The comprehensive capabilities of Yahoo Creative not only focus on innovation but also aim to maximize scalability for advertisers. Yahoo's in-house creative team, which developed approximately 10,000 pieces of creative in 2023 alone, is integral to this solution. Tony Gemma, Vice President and Head of Yahoo Creative, remarked, "By bringing together Innervate's cutting-edge technology, and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity and delivering superior results for advertisers."

Marie Lee, Vice President of Integrated Marketing and Media Planning at Princess Cruises, praised Yahoo Creative's potential, stating, "Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further. The combination of Yahoo's advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand to our iconic brand."

The solution also includes features such as Interactive Authoring, which enables advertisers to design more engaging and complex dynamic content, enhancing user engagement and campaign performance. In addition to its full integration with the Yahoo DSP, Yahoo Creative's design ensures ecosystem interoperability, allowing advertisers to utilise the solution across other DSP and media-buying platforms.

Jack Politis, Vice President of Programmatic at Assembly, expressed optimism about the solution's impact, noting, "The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future-proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect."