Tag: Yahoo Advertising

Singapore – Yahoo Advertising has officially unveiled ‘Yahoo Creative’, a full-stack data-powered ad creative solution developed in partnership with Innervate to unlock the power of creativity for brands and agencies worldwide. 

While programmatic technology has swiftly addressed targeting and identity challenges, creative tools have lagged behind. Yahoo identified a key opportunity to boost creative capabilities through technology and data, enabling advertisers to maximise campaign effectiveness and optimise ROI.

Yahoo Creative accelerates programmatic technology to enhance real-time creative development with advanced AI and data. It future-proofs dynamic ads by leveraging Yahoo’s Identity Solution, powered by direct consumer relationships and a first-party dataset of over 50 million logged-in users in Australia and Southeast Asia.

Additionally, Yahoo Creative elevates innovation by merging cutting-edge technology and data with top-tier talent, having developed nearly 10,000 creatives in 2023. This synergy of expert teams and advanced capabilities ensures scalable, high-impact solutions for advertisers.

Yahoo Creative is also an omni-channel solution compatible with CTV, mobile, display, DOOH, and more, delivering consistent and impactful creative across all platforms. It also features interactive authoring, allowing advertisers to create more engaging and sophisticated dynamic content that enhances interaction and performance.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results.”

Also commenting on the launch, Tony Gemma, vice president and head of Yahoo Creative, shared, “Yahoo Creative represents a key advancement in creative within our industry. By bringing together Innervate’s cutting-edge technology and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity and delivering superior results for advertisers.”

At its US launch, brands such as Princess Cruises and agencies like global omnichannel media agency Assembly are leveraging Yahoo Creative, which integrates seamlessly with the Yahoo DSP and is compatible with other advertising technology platforms.

Jack Politis, VP for Programmatic at Assembly, commented, “The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future-proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect.”

Marie Lee, vice president of integrated marketing and media planning at Princess Cruises, added, “Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further. The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand for our iconic brand.”

Available worldwide, Yahoo Creative connects with the Yahoo DSP and is also accessible to advertisers using other DSPs or media-buying platforms, underscoring our dedication to ecosystem interoperability.

Singapore – Hoppr, a connected TV (CTV) platform that provides premium TV content inventory with a first-in-market guaranteed view, has selected Yahoo Demand Side Platform (Yahoo DSP) as its preferred DSP partner in Singapore, marking a strategic partnership that has the potential to change the landscape of targeted advertising on CTV and advanced television (ATV) platforms in Singapore. 

Through this partnership, Yahoo’s global network of advertisers may now purchase precision-targeted video inventory on StarHub TV+. Hoppr’s patented technology is used to make and transport the video, guaranteeing a view on the biggest screen in the house.

Hoppr and Yahoo Advertising are slated to offer highly focused advertising options according to Singaporean households’ viewing habits and interests. Through this collaboration, targeted TV advertising will advance, and a new era of advertising through ATV technology will be launched. By ensuring that advertising messages reach the most relevant home audiences, the accuracy obtained maximises the impact and efficacy of each campaign. 

The collaboration highlights how behaviour-driven methods are becoming more and more important in advertising. Advertising campaigns are made more effective and by delivering relevant messages to household audiences via the use of analytics and targeting capabilities. By enabling advertisers to create more individualised and engaging experiences for Singaporean homes, Hoppr and Yahoo are increasing engagement and conversion rates.

Speaking about the partnership, Kenneth Koh, head of commercial sales, Southeast Asia at Yahoo, said, “Singapore is witnessing an emerging CTV landscape with exciting opportunities for advertisers to leverage as we bridge linear TV and online digital audiences. Our partnership with Hoppr delivers a unique and powerful CTV/ATV solution that allows advertisers to optimise and ensure efficiencies by reaching verified audiences glued to the big screen. On the Yahoo DSP advertisers can now plan, activate and measure premium CTV inventory within omnichannel campaigns.” 

Meanwhile, Joe Prusz, CEO of Hoppr, said, “Yahoo’s DSP makes it easy for the largest advertising companies and brands in the world to engage with us through programmatic. Every advertiser wonders if their TV ad was watched and, because of our patented tech, Hoppr is the only company globally that can deliver a guaranteed view of their commercial to advertisers. And it’s a view that’ll be actually consumed by an audience in its entirety. We live in a world full of daily distractions and Hoppr’s CTV platform is a saviour to advertisers that need their message to cut through to the consumer.”

He added, “Advertisers shouldn’t focus on tracking their brand KPIs until they can guarantee that their commercials are actually seen. And seen on the biggest screen in the living room. Both advertisers and consumers win when they see less, not more, advertising – as long as it’s more impactful and better targeted. At the end of the day, precision wins and precision is what Hoppr delivers.”

Singapore – Yahoo Advertising has announced the launch of ‘Yahoo Identity Solutions’ for connected TV (CTV) environments, to give advertisers enhanced targeting and measurement for the ID-constrained world, backed by global partnerships with Paramount, Tubi, NBCUniversal, and FreeWheel.

Yahoo Identity Solutions aims to take an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable environments.

Through the launch of Yahoo Identity Solutions, Yahoo ConnectID and Next-Gen Solutions products will be made available for CTV buys through the Yahoo DSP in Australia and Singapore.

This initiative will then allow advertisers to better target and measure the omnichannel performance of their campaigns across CTV environments, as well as other addressable and non-addressable channels.

Talking about the launch, Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “As CTV investments increase, identity signals are declining, impacting targeting and performance across channels, including CTV. Yahoo is committed to helping advertisers evolve with the landscape, safeguarding addressability and measurement for our partners while supporting consumer privacy. Today, we’re excited to introduce Yahoo Identity Solutions to CTV environments, furthering its momentum across the industry.”

Meanwhile, Leo O’Connor, SVP of advertising at Paramount, commented, “Implementing the Yahoo Identity Solution exemplifies Paramount’s commitment to providing best-in-class programmatic activation,” said Leo O’Connor, SVP of Advertising at Paramount. “The enrichment of our premium inventory with Yahoo ConnectID will allow our clients to optimise their campaigns with precision targeting and accurate performance insights.”

Singapore – Yahoo Advertising has just recently launched ‘Yahoo Blueprint’, its latest central AI suite that powers performance-based solutions within the Yahoo DSP.

Fueled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers.

With Yahoo Blueprint, Yahoo DSP clients are promised with acquiring stronger results through performance that leverages years of AI to bid on the right impressions, optimisation through AI co-pilot that provides recommendations for campaign improvements and auto-optimises, as well as a simple and enhanced UI that guides advertisers and offers more efficiency.

Since Yahoo Blueprint is said to be an evolving AI ecosystem, it will be adopting more enhancements in the future. As of now, other notable features of Yahoo Blueprint include new data visualisation layouts, bidding and forecasting precision through the Omniscope tool, an AI-powered insights tool, a predictive audience feature, and customer value optimization. 

Commenting on Yahoo Blueprint, Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “What sets our AI suite apart is the vast scale of proprietary data we tap into before considering third-party or customer first-party data. In introducing Yahoo Blueprint, we are now allowing advertisers to capitalise on Yahoo’s extensive history of machine learning and data-driven decision-making in a new and accessible way.”

“With Yahoo Blueprint, advertisers always hold the reins. Yahoo Blueprint not only focuses on enhancing performance, but also aims to reduce friction and maintain transparency, ensuring both ease of use and advertiser control,” she added.

Singapore – Yahoo Advertising has announced an integration with the Twilio Segment Customer Data Platform (CDP) to improve ad reach and relevance while avoiding the use of third-party cookies. Advertisers can fortify their businesses and leverage first-party data across multiple screens, even in a cookieless environment, because of Twilio Segment’s integration with Yahoo ConnectID. 

Segment users will be able to synchronise hashed, cookieless data with their real-time customer profiles because of strategic partnership with Yahoo Advertising and seamless integration with Yahoo ConnectID. This integration allows them to expand the scope and relevance of their campaigns.

Yahoo uses a comprehensive identity strategy across all digital landscapes. Their identity solutions, which include Yahoo ConnectID and Next-Gen Solutions, support addressable and non-addressable inventory.

This comprehensive suite of identity tools enables advertisers to safeguard their business’s future within the Yahoo DSP, allowing them to retain control and maximise ROI in a world where identity is restricted. Marketers can leverage a unified customer perspective through this integration to reach the full potential of addressable advertising and ensure personalised consumer experiences, even as support for cookies and other traditional identity methods dwindles.

Dan Richardson, Director, head of data at Yahoo APAC, said, “Data collaboration is

essential to allow brands to get the most value from their first-party data. This integration means delivering better advertising experiences to customers, and gives advertisers what they want most – greater relevance, reach and measurement. In a world with fewer online user identifiers, Yahoo ConnectID offers a differentiated and future-proofed approach to all businesses.”

Speaking about the partnership, Liz Adeniji, regional vice president, Asia-Pacific and Japan at Twilio Segment, said, “A recent Twilio study found that about 7 in 10 businesses in Asia- Pacific have already turned to using first-party data primarily due to the inadequate visibility over third parties’ data safeguards, management of consent and regulatory compliance. Our new integration with Yahoo will make it easier for these businesses to use their valuable first-party data in a much more meaningful way, in real-time, and most importantly, with utmost relevance to their intended audience.” 

She added, “This will enable them to unleash the potential of first-party data across screens to deliver more personalised and engaging campaigns.”

Singapore – Yahoo Advertising, Yahoo’s adtech division, has unveiled its new team that will lead its Australia and Southeast Asia operations. The announcement comes with a remit to support the business’ refreshed focus as a media solutions partner for premium clients.

The new appointments include John McNerney stepping into the new role of managing director for Australia and Southeast Asia. In his new role, he will oversee the newly formed integrated teams across all of Yahoo Advertising’s disciplines. 

Yahoo Advertising will focus on helping partners deliver future-forward, full-funnel digital media solutions. These solutions will be delivered through Yahoo’s industry-leading DSP, allowing advertisers to effectively target audiences across a diverse set of channels including Advanced TV, mobile, display, video and digital out-of-home. 

McNerney explains, “For the past few years our Yahoo team in the region has been taking an increasingly educational and consultative role with partners to help them navigate the increasingly complex digital marketing ecosystem. This move is a natural evolution of that work, and allows our team to focus on helping our partners do more with their marketing budgets.”

Supporting this focus is an experienced management team across APAC:

  • Matt Farrington, APAC head of partnerships & investment, will continue to drive global and local partnership strategy across the region, working closely with commercial and platform delivery teams.
  • Julia Edwards is promoted to commercial director AUSEA, overseeing the commercial development team, focused on profitable revenue growth for new Yahoo Advertising and growing partnerships with key clients and agencies.
  • Andrew Gilbert is promoted to director of platforms AUSEA, driving DSP strategy across the region to help clients better leverage Yahoo’s market-leading omnichannel technology solutions.
  • Kenneth Koh as the head of DSP for SEA will lead the SEA enterprise solutions team in Singapore and help clients grow their business through Yahoo’s buying solutions.
  • Dan Richardson will continue as head of data, APAC, and will also take on oversight of the insights and measurement teams, with an emphasis on supporting the sales team and clients with pre-sales support for targeting, insights, and measurement;
  • Zoe Cocker will continue to inspire partners with solutions with innovation at their core, adding premium sales to her current role leading Yahoo Creative Studios. Here she will help clients harness new technology including Web3 and immersive creative solutions, and harness the power of omnichannel marketing to drive greater results.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, commented on the new appointments, “We’re thrilled to unveil the new Yahoo Advertising with John McNerney at the helm of the new team and sharpened focus across the region. In his new role as MD of Australia and Southeast Asia John’s leadership qualities, deep product knowledge and extensive connection to the industry mean he has all the attributes to take Yahoo Advertising forward under our new strategy.”

McNerney added, “I’m extremely proud and excited to work alongside such a talented group of experts. I’ve had the pleasure of working with many of them for several years, and cannot wait to see how they unleash the potential of their teams to drive even more impact for our advertising partners.”

Under the new structure, Yahoo will continue to operate its market-leading DSP, allowing partners to seamlessly create true omnichannel campaigns across channels including digital out-of-home, connected TV, native, display, and Yahoo’s powerhouse owned and operated channels including Yahoo Search, Yahoo Mail, Yahoo News, Yahoo Sport, Yahoo Lifestyle and Yahoo Finance.

This follows Yahoo’s key appointments for its APAC team last year to bolster its adtech business in the region.