Singapore – Yahoo has recently announced its new offering “Yahoo Backstage” which will provide Yahoo DSP advertisers with a direct path to curated, premium publisher inventory. The move also supports transparency and supply path optimisation (SPO), while maximising media spend and ROI for advertisers.
In addition to Yahoo-owned and operated properties, over 100 publishers have signed on to ‘Yahoo Backstage’, including A+E Networks, Dotdash Meredith, Newsweek, Raptive, and The Arena Group.
The new offering enables publishers to integrate directly with the Yahoo DSP, enhancing scale and increasing win rates on valuable and trusted inventory, which results in a greater share of working media dollars to publishers and improved performance for advertisers.
Moreover, ‘Yahoo Backstage’ supply will be fully transparent to Yahoo DSP customers and offered alongside continued access to the industry’s top Exchanges, giving advertisers the control to make their own buying choices.
In addition to the benefits for advertisers, this new offering will present significant value to Yahoo Advertising’s publisher partners. Publishers will gain direct access to quality demand through a streamlined pipeline, enhancing their existing buying paths. Publishers will also receive dedicated support from Yahoo Advertising’s experienced team, ensuring their business needs are managed.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “We are laser-focused on meeting the evolving industry need, and are excited to offer advertisers a direct line to our premium publisher partners. With trusted publisher relationships and Yahoo’s owned and operated content, we are best positioned to provide advertisers with the most unobstructed supply path, ensuring they achieve the greatest possible results.”
