Yahoo Advertising has unveiled its roadmap into 2024 at a series of Newfront events, highlighting a commitment to continue to innovate its best-in-class technology stack to help partners realise their ambitions across the open web.
Expanding solutions which drive meaningful and measurable impact is the cornerstone of Yahoo’s offering, with a series of new partnerships and technology developments designed to help advertisers better plan, buy, deliver and measure campaigns programmatically, and at scale.
John McNerney, MD of Yahoo Advertising AUSEA, said the company's strategy for 2024 is bold.
"It’s forward-focused. It revolves around emerging technologies and immersive experiences. It’s unforgettable ad campaigns, captivating content and unprecedented audience engagement," he said.
“Our focus is on connecting people through advertising, and we’re proud of the role we play in making a better world for everyone. In 2024, we’ll keep pushing boundaries to create opportunities for partners and advertisers to really connect.”
Yahoo DSP has enjoyed a 43% increase in omnichannel spend in 2023, including a 68% increase in BVOD spend this year, testament to the strength of its product offering.
Data interoperability
To prioritise interoperability to allow advertisers to deploy first party data across the funnel, Yahoo has cemented new partnerships with Tealium CDP and Conversion API, Adobe, Salesforce and MParticle.
Dan Richardson (pictured right), director of data, Yahoo APAC, said when it comes to tech, having the right partners makes all the difference.
"As our advertising partners work towards data-led transformation of their brands we want them to know we are here for them," he said.
“These new partnerships mean brands can securely bring their data in to deliver full funnel customer experiences in the Yahoo DSP, improve personalisation, insights, and most importantly, return on investment.”
Measurement
Yahoo has also doubled down on its commitment to providing solutions in several areas of measurement.
Every major holding group in Australia subscribes to Amplified Intelligence’s attention platform, which is why Yahoo has become the first Australian DSP to launch a measurement solution with them to help agencies quantify their attention buys, adding to existing solutions from Playground XYZ and Adelaide.
Partnerships with Flybuys Unpacked and Lucid by Cint are a step towards delivering on business outcomes, be it for brand awareness and consideration or driving product sales. Yahoo is making it easier to deliver these solutions as value for Yahoo advertisers, all within one DSP.
Richardson said he is really excited by the new partnerships.
"The data landscape may be changing, but Yahoo has exactly the right map to navigate it," said Richardson.
"Our sole focus is on helping advertisers step into the future with confidence, backed by quantifiable evidence and tangible insights that resonate with their audiences.”
Total TV
New server-to-server integrations have been unveiled for Yahoo Backstage, its direct path to curated, premium publisher inventory which includes dozens of CTV businesses.
A new partnership with FreeWheel, Magnite provides access to more premium CTV inventory for advertisers. Publica by IAS’ partnership will also assist with improving transparency and efficiency in CTV buying. These announcements build even more capability to the Advanced TV Suite, a partnership with Samba TV.
Andrew Gilbert (pictured right), director of platforms, Yahoo AUSEA, said to date, Yahoo has seen uptake for its Advanced TV suite by nine different agency groups and over 150 brands that want to understand the true incrementality of their media investment alongside linear TV.
“We’re not just challenging our partners to think about what’s next with Advanced TV investment, we’re also partnering more deeply with them in their own technology stacks, to help enable greater integration and growth for their businesses,” he said.
Sustainability
Yahoo has long maintained that doing good is good for business and is doubling down on that ethos into 2024 by recommitting to partnerships with UnLtd, MMAD and Ronald McDonald House.
A global partnership with Good Loop has also created a carbon neutral private marketplace allowing advertisers to become more sustainable by minimising the carbon footprint of their digital advertising activities.
Jounce Media, a source for definitions of inventory quality standards, recently named Yahoo Backstage as the 'largest MFA-free supply source on the open Web'. 'Made for Advertising' (MFA) sites consume 21% of all programmatic ad impressions, leading to significant waste and carbon emissions.
Gilbert said Supply Path Optimisation has been one of the hottest topics in programmatic in 2023.
"Yahoo has recognised this with our own drive to simplify the supply chain and create stronger partnerships, which all drives more effective media spend," he said.
“A simplified supply chain means less middlemen, less latency, less bid requests, and therefore less carbon emissions, a win-win for us all.“
Yahoo editorial brands
Under the guidance of new head of finance Belinda Grant-Geary, Yahoo Finance will continue to focus on empowering Australians to take control of their money and careers. With 40% of Australian saying they’re in financial distress as they struggle to afford basics such as food, energy bills and transportation, Yahoo is aiming to provide helpful and trusted content on the true cost-of-living in Australia to service audiences across all levels of financial expertise.
Yahoo News is putting a sharp focus on the environmental crisis, with a third of the publication's top stories this year reporting on the topic.
Julia Edwards (pictured right), commercial director of Yahoo AUSEA, said the editors at Yahoo News are using data, expert opinion and real life examples to help readers understand and prompt action.
“We believe in the power of storytelling to inspire, educate, and entertain, with endless opportunities to change minds and hearts," she said.
"Through our platforms, we strive to spread positivity, foster meaningful connections, and champion the values that matter most to our audiences."
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