Yahoo has unveiled a slew of product improvements across its omnichannel platform and proprietary identity solutions as part of its 2023 NewFront presentation.
In 2023 new product highlights include true measurement of TV alongside digital with new partnership with Samba TV; expansion of the only future-proofed identity solution ConnectID; a more sophisticated omnichannel platform streamlining media buying across channels; and easier access to Web3 technologies for future-forward marketers.
Paul Sigaloff, VP & head of APAC at Yahoo, said: “At Yahoo we’re proud to say we are big, but we are resolutely not big tech.
"We’ve shown this in how we’ve shown up for the industry and our partners over the past few years, driving growth through real innovation. At Yahoo we’re committed to investing in building a better internet for today, putting users at the heart of it. We’re excited to be offering solutions no-one else in the market can match into 2023.”
Total media measurement - Yahoo Advanced TV Suite
A partnership with Samba TV to deliver real data from more than 350,000 Australian homes has culminated in the launch of the Yahoo Advanced TV Suite, a group of tools allowing marketers to forecast the incremental household reach of their digital media on top of linear TV, and for the very first time - measure it.
Yahoo is the only provider in the Australian market which is able to accurately forecast, target and measure incremental household reach of all accessible digital media channels, all digital devices, and all digital media partners, alongside linear television.
Andrew Gilbert, head of platform strategy for Australia and New Zealand, said: “Whilst the rest of the industry was focusing on Total TV, we were focusing on Total TV and Total Digital Media. It’s a massive step towards cracking the toughest marketing nut, true marketing effectiveness.
“In 2023, there’s a welcome shift to Total Media measurement by Australia’s major media networks. And the Yahoo Advanced TV Suite will help you plan, measure and negotiate better for years to come, giving you the full picture of your TV and digital investment.”
ConnectID - Scaling up with consumers front and centre
Yahoo has been working on improvements to its identity solution - ConnectID - now allowing brands and publishers to bring their own first party data to the table to help in a safe, secure and privacy compliant way.
The increase of ConnectID footprint translates to improved scale as advertisers leverage it to plan, execute, and measure campaigns in cookieless environments. Through these latest enhancements Yahoo has further grown their addressable identity footprint from 250M to 290M logged-in users globally.
Dan Richardson, head of data for Yahoo APAC, said: “ConnectID is different - it isn’t a patchwork hack that can be squashed by the next change to regulation or tracking, because it’s a completely privacy centric, real-time, scalable solution and therefore incredibly powerful.
“We’re already seeing results. For example, an Australian security brand saw Next Gen Audiences account for 60% of clicks across iOS, with non-addressable, or unknown environments representing 84% of total targeted impressions for the campaign.
“Publishers are also seeing a material benefit from the NextGen Audience solution, with a 53% average lift in their CPMs compared to previously non targeted impressions."
Making Web3 tech more accessible
Yahoo is working on an innovation in Web3 called VPS - Visual Positioning System - which will enable marketers to accurately localise users, their devices, and drop multiplayer, always-on AR content right where they are standing. This technology will make it cheaper and easier for marketers to utilise this powerful immersive technology to power their own campaigns.
Zoe Cocker, head of innovation and creative studio, said: “Imagine as a marketer, you can build your very own Pokemon Go style activation in your local city. Unlocking epic AR experiences for consumers that interact with the iconic landmark they are standing near.
“This brings your brand to life in a way that no 2D digital experience can, truly blurring the digital and physical. These campaigns are exciting on their own, but supremely impactful when they’re coupled with our world-class omnichannel platform to engage more people, wherever they are.
“I truly believe there’s an exciting future ahead of us creatively. As a marketer this isn’t something you can afford to ignore.”
Increasing trust in editorial brands
Yahoo has acquired The Factual, which assigns trust ratings to news sources.
The Factual’s algorithm will provide Yahoo consumers with analysis of news stories by rating articles with a media bias and credibility score. The score will provide consumers additional insight into the content they consume and when applied to millions of users, can increase confidence in the news.
Yahoo’s brand partners can now harness the power of this trust with their audiences through Yahoo Purple Labs, allowing Yahoo to panel an audience of over 2,000 on issues important to them. This allows companies to gain real-time insights to help inform their brand strategy and planning.
Rachel Page, GM of sales at Yahoo ANZ, said: “At Yahoo trust underpins everything we do. It is why we continue to see strong growth and performance across all of our mastheads in the market. Adding The Factual to the mix is proof of our commitment to help people enjoy a better internet experience, it’s an exciting innovation to be a part of.”
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