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.