Platforms Featured ANZ

Yahoo partners with data intel Near to boost Yahoo DSP

Singapore – Yahoo, the premier global media and technology company, has announced an APAC-wide partnership with Near, a privacy-led data intelligence on people, places and products, which will be bringing together the strengths of Near’s unique location intelligence data combined with Yahoo’s omnichannel demand-side platform (DSP) and a suite of identity solutions for cookieless advertising.

This partnership builds on Yahoo and Near’s year-long alliance in Australia and New Zealand (ANZ), which yielded positive results for Yahoo’s clients in the region. Near’s privacy-by-design data set of people’s real-world behaviour and AI solutions will be integrated into Yahoo’s DSP, complementing Yahoo’s suite of identity solutions, Yahoo ConnectID and Next-Gen Solutions.

In an increasingly omnichannel world, where consumers routinely move between online channels and offline environments, marketers continue to deal with the fragmentation of their customer view across channels, between online engagement and real-world store visits. Yahoo’s APAC partnership with Near  aims to deliver a unified perspective to advertisers, bridging the gap in online and offline targeting, attribution, and measurement. 

Within the same campaign, brands can now track all digital marketing delivered through Yahoo’s ad platforms, regardless of the channel or creatives, against online engagement or store traffic. As they connect the connections in omnichannel audience activation and campaigns, this benefit will be crucial for advertisers to find incremental audiences and design the correct channel mix.

Dan Richardson, head of data ANZ at Yahoo, shared, “Our partnership with Near has been pivotal in driving the success of the Yahoo DSP in ANZ, particularly for emerging channels such as Digital Out of Home and immersive experiences with Augmented Reality, enabling effective targeting, measurement and attribution of consumers across all channels.”

Richardson added, “The benefits of Yahoo’s omnichannel DSP and our direct consumer relationship with nearly 900 million people globally, combined with Near’s rich insights and actionable intelligence, can now empower advertisers across the wider APAC region to steer the success of omnichannel campaigns.”

Shobhit Shukla, co-founder at Near, commented, “We are excited to expand our partnership with Yahoo to help advertisers across APAC harness the power of privacy-led data intelligence to optimise their omnichannel campaigns. Early successes have shown that the combination of Near’s real-world signals, Yahoo’s first-party data and omnichannel DSP give advertisers the leverage and actionable insights they need to make better decisions to drive impactful omnichannel campaigns,” 

In APAC, including Singapore, Hong Kong, Japan, and India, the location-based targeting and measurement solutions, as well as Near’s data collection, are now available for activation in the Yahoo DSP.

Technology Featured ANZ

Adtech OpenX, data connectivity platform LiveRamp expands partnership to Australia

Sydney, Australia – Adtech OpenX and data connectivity platform LiveRamp has announced that it will be expanding its US-based partnership to Australia, giving Australian brands an opportunity to create relevant, people-based audiences, and then activate these audiences at scale while respecting consumer privacy.

Through the partnership, marketers in Australia will be able to increase their company’s addressable reach and engage with their audiences across thousands of publishers’ inventory, including web, in-app, and connected TV (CTV) through the OpenX exchange.

Furthermore, OpenX integration provides various ways for marketers to activate addressable, people-based campaigns with LiveRamp. Marketers may buy directly from demand-side platforms (DSPs) that have also integrated with LiveRamp Authenticated Identity Infrastructure, such as MediaMath or The Trade Desk, or work with their DSP of choice via an OpenX Deal ID.

For Mitch Greenway, director of ANZ for OpenX, the extension of the partnership to Australia is in response to the objective of Australian marketers in looking for audience targeting solutions that are data-driven, reliable, and scalable.

“LiveRamp and OpenX have built a partnership that has already driven fantastic results for brands and agencies in other markets, and by expanding our work to ANZ, marketers here will now have what we believe is the one of the best possible ways to scale a people-based campaign. We know what kind of results this will deliver, and it’s a great opportunity for marketers here to reduce their reliance on the walled gardens,” Greenway stated.

Meanwhile, Deb O’Sullivan, VP of enterprise sales at LiveRamp ANZ, commented, “We have already seen promising success partnering with OpenX across campaigns in the United States, and we look forward to scaling those efforts internationally in Australia. With our solution now live and running in both markets, we further accelerate progress to help bridge the gap between media buying of the past and more performative media buying in the future.”