Yahoo has expanded its partnership with privacy-let data intelligence provider Near to the APAC region, providing more accurate campaign measurement and attribution as well as offline-online view of audiences.
The expansion comes off the back of Yahoo’s partnership with Near in Australia and New Zealand which launched in 2020.
“Our partnership with Near has been pivotal in the growing demand for the Yahoo DSP across Australia and New Zealand," says Dan Richardson, head of data ANZ at Yahoo.
"We’ve seen increased adoption of emerging channels such as digital out-of-home and immersive formats within campaigns because this data intelligence gives marketers the confidence to target effectively, measure accurately and understand attribution across the consumer journey.”
Forty advertisers have since adopted the integration into their campaigns, including BIG W’s 'Toy Mania' Artificial Reality (AR) omnichannel campaign which captured a 48% uplift in in-store visits and a 16% lift in add-to-cart conversions from users exposed to the campaign’s ads.
The location-based targeting and measurement solutions and Near’s data set are now available for activation in the Yahoo DSP across APAC, including Singapore, Hong Kong, Japan and India, as well as Australia and New Zealand.
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