Why Advertisers Should Utilize Yahoo! DSP

September 23, 2023

Yahoo! DSP stands out as a platform that offers advertisers a unique blend of technology, scale, and customer relationships. Here's why advertisers should consider Yahoo! DSP for their campaigns:

The Best of Both Worlds

Yahoo! DSP combines the benefits of a walled garden with the transparency of an independent platform. This means advertisers get the advantages of a massive scale, proprietary inventory, and unique data without feeling restricted.

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Identity at its Core

In a post-cookie world, identity becomes crucial. Yahoo! DSP's best-in-class identity graph and first-party data ensure advertisers can connect the dots seamlessly. Even without IDs, Yahoo! DSP has got you covered.

Performance You Can Trust

With the power of machine learning, Yahoo! DSP drives performance without hidden fees or pricing inefficiencies. This ensures advertisers get the most out of their campaigns.

Exclusive Premium Content Access

Advertisers get exclusive access to Yahoo's premium inventory, which includes one of the largest premium native marketplaces. This ensures ads are placed in high-quality environments that audiences trust.

Attention-Based Advertising

Yahoo! DSP, in collaboration with MarinOne, allows advertisers to buy high-attention pre-bid segments. This move focuses on attention-based advertising, aiming to make ads more effective and improve the overall user experience. This can lead to higher revenues for publishers and better engagement for advertisers.

Direct Access to Owned and Operated Media Properties

Yahoo’s DSP provides advertisers with direct access to its owned and operated media properties. This means advertisers can buy inventory directly from Yahoo, ensuring better control and quality.

Unique Demand and ID Matching

Through its Connect ID, Yahoo’s DSP offers ID matching against deterministic first-party audience graphs derived from its owned sites, Yahoo Mail, and fantasy sports. This ensures advertisers can target their audiences more effectively.


A DSP Tailored to Your Needs

From planning and targeting to optimization and measurement, Yahoo! DSP is built to cater to the diverse needs of advertisers. Whether it's Advanced TV, Digital-Out-of-home, Audio, Native Ads, Video, Mobile, or Commerce, Yahoo! DSP has a solution.

A Shift Towards Direct Connections

Yahoo! DSP is part of a broader industry trend where DSPs are creating direct connections to publishers. This ensures better transparency, control, and efficiency for advertisers.

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A Cautionary Tale for SSPs

Yahoo's decision to focus on its DSP and move away from its SSP is a clear indication of where the industry is heading. Advertisers need platforms that provide value, transparency, and direct connections. Yahoo! DSP is positioned to offer just that.

In conclusion, Yahoo! DSP offers a unique blend of technology, data, and content that makes it a compelling choice for advertisers. Whether you're looking to target specific audiences, access premium content, or leverage attention-based advertising, Yahoo! DSP has the tools and capabilities to drive success.

Meet with a MarinOne advertising professional today to seamlessly incorporate Yahoo! DSP ads into your marketing strategy.

Katie Sullivan Porter

Marin Software
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