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.