Tag: Yahoo Demand Side Platform

Singapore – Yahoo DSP has announced that it is the first Demand Side Platform (DSP) to adopt IAB Tech Lab’s standardised Data Transparency Labels, a move aimed at providing advertisers with clearer insights into audience data.

IAB Tech Lab’s Data Transparency Labels use a “Nutrition Label” format to provide marketers, agencies, and data providers with clear, standardised audience data. Created to meet the industry’s growing demand for transparency, these labels offer essential insights to help advertisers make informed decisions.

With the integration of IAB Tech Lab’s Data Transparency Labels, Yahoo DSP provides advertisers with standardised insights into the origin, recency, and segmentation of data segments used in campaigns. The initiative is intended to enhance decision-making, improve campaign performance, and strengthen accountability across the data supply chain.

“Yahoo DSP becoming the first major platform to implement the Data Transparency Labels is a practical step forward for the industry. It’s a clear move toward better accountability and trust in data-driven advertising, and it sets a straightforward example for others to follow,” said Anthony Katsur, CEO of IAB Tech Lab. 

Yahoo DSP’s adoption of IAB Tech Lab’s Data Transparency Labels aligns with its broader efforts to enhance transparency and data accountability. The labels, set to be available in early 2025, will provide advertisers with standardised insights into data segments, supporting more informed decision-making across campaigns.

Giovanni Gardelli, vice president of DSP Data Products at Yahoo, said, “Transparency is critical to reinforce trust and drive better outcomes for advertisers. Our adoption of IAB Tech Lab’s Data Transparency Labels reflects Yahoo’s commitment to delivering the highest level of clarity and quality to our partners. We are proud to lead the industry in this transformative initiative.”

Dan Richardson, director of data & insights for AUSEA at Yahoo, added, “The Data Transparency Label is a key milestone and reflective of Yahoo’s mission to guide advertisers through the digital wilderness—helping them navigate complex ecosystems with confidence. We are proud to be among the first to adopt these labels and deliver greater accountability to marketers striving to connect with their audiences in a compliant and ethical way.”

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.”