Tag: Yahoo

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 has announced the acquisition of Artifact, an AI-driven news aggregation and discovery platform. 

Yahoo completed the acquisition of Artifact on March 29, 2024 with co-founders CEO Kevin Systrom and CTO Mike Krieger, working as advisors for Yahoo during the transition.

In line with this, Artifact will no longer operate as a stand-alone application. In the following months, its in-house AI-powered customization algorithms and other features will be integrated into Yahoo’s network, which includes the Yahoo News app. 

Yahoo’s commitment to providing reliable news and information to its hundreds of millions of users globally is demonstrated by this initiative. It also advances their goal of offering a more tailored way for users to find news and information on a variety of devices. 

The AI-powered discovery engine at Artifact works by presenting information that fits users’ interests and gradually improving its comprehension of them. A tailored news feed that is pointing users toward stories they are interested in is the product of this process. 

In addition to curating material, Artifact provides a number of features that improve user experience, such as access to the most recent news, sharing options, clickbait detection tools, and more. By incorporating these features into the Yahoo portfolio, the opportunity to offer customers even more personalised and content experiences is enhanced.

Speaking about the acquisition, Kat Downs Mulder, SVP and general manager of Yahoo News, said, “Yahoo was one of the first to combine human and algorithmic curation of news. Since then, the landscape of machine learning and personalisation has changed dramatically and Artifact has innovated with best-in-class technology to meet the moment. Artifact has become a beloved product and we’re thrilled to be able to continue to grow that technology and further our mission of becoming the trusted guide to digital information and the best curator connecting people to the content that matters most to them.” 

Meanwhile, Kevin Systrom, CEO and co-founder of Artifact, stated, “We built an intuitive product experience that users love and has the opportunity to benefit millions of people. Yahoo brings the scale to help the product achieve what we envisioned while upholding the belief that connecting people to the trusted sources of news and information is as critical as ever. AI has allowed us to give users a better experience discovering great content they care about. Yahoo recognises that opportunity, and we could not be more excited to see what we’ve built live on through Yahoo News.” 

Singapore –Yahoo has partnered with American experience management company Qualtrics to launch PurpleLab, an innovative solution designed to address the challenges of speed and quality in the market research industry. 

PurpleLab brings together Yahoo’s extensive data capabilities, cutting-edge technology, deep consumer relationships, and the ability to rapidly turn around robust panel data. 

Additionally, it is also powered by Qualtrics’, providing the platform with faster and easier access to nationally representative consumer insights across the region. With Qualtrics, it will also have access to industry expertise, ensuring market research programmes are tailored to deliver optimum value and outcomes.

This platform builds upon Yahoo’s use of Qualtrics tools to conduct its own internal market research, promising brands a way to acquire and apply consumer insights faster and more accurately to marketing campaigns. 

Dan Richardson, head of data and insights at Yahoo AUSEA, shared, “For too long, brands faced the dilemma of compromising either speed or quality in market research insights. PurpleLab addresses this challenge by delivering high-quality, accurate results from real humans with a rapid turnaround time.” 

He continued, “By partnering with Qualtrics, we have created peace of mind for our clients that these insights are from real humans, not AI-powered bots, and by leveraging our own robust data stack, we can control the process to ensure it is fast and efficient. This platform is a testament to Yahoo’s commitment to being a trusted partner, empowering brands to execute sophisticated and effective marketing campaigns across the media funnel.”

“We’re excited by the results we’re already seeing from PurpleLab. It’s not just a tool; it’s a strategic ally in empowering brands with data-driven decision-making capabilities,” Richardson further added.  

Ali Henriques, global director of research services at Qualtrics, also explained, “Market research is one of the most important strategic growth drivers in every organisation. With in-depth, trusted human insights, such as those from Qualtrics and Yahoo, brands can understand evolving consumer expectations and uncover unmet market needs to confidently and precisely make decisions that drive customer loyalty and satisfaction, market share, and ultimately revenue growth.”

Singapore – Yahoo has announced first-to-market testing capabilities for its identity suite, ‘Yahoo Identity Solutions,’ directly in the Yahoo DSP. The move aims to have advertisers gain valuable media insights and prepare their businesses today to properly optimise and measure campaigns amid third-party cookie deprecation. 

Through this new identity suite, advertisers can test their campaign’s future-proofing strategies in a simulated environment directly within the Yahoo DSP across all web browsers and in-app inventory. The test also enables advertisers to remove cookies across all identity-related use cases such as frequency capping, targeting, conversion attribution, and reach metrics to understand how Yahoo Identity Solutions can support their programmatic media. 

Through a simple A/B test, advertisers can view a control line running on the web and in-app inventory as it exists today – inclusive of all third-party cookies and identifiers – and a test line that runs across the same environments without third-party cookies and device IDs, which leverages Yahoo Identity Solutions for targeting and buying. 

Moreover, by juxtaposing control and test campaigns, advertisers can get a better sense of future advertising trends, thereby optimising campaigns and enhancing overall outcomes. Identity testing can be run using a variety of audiences, including demographic, income, interest, lookalike, and predictive.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “As cookie deprecation quickly approaches, advertisers are looking to easily and accurately test solutions without having to change the way they buy or introduce friction into their campaigns. These new testing capabilities and our continued enhancement of Yahoo Identity Solutions reflect our unwavering dedication to providing advertisers with accurate insights and measurable business outcomes.”

Meanwhile, Dan Richardson, director of data and insights for AUSEA at Yahoo, emphasises the significance of identity testing, saying, “These new testing features move Identity from back end to front and centre, right there in your campaign setup, giving advertisers more control and a bigger impact. This underscores Yahoo’s dedication to a privacy-centric and results-driven ecosystem in the APAC region, ensuring advertisers achieve their business objectives with precision and adaptability.”

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 has announced the appointment of Sona Iliffe-Moon as its new chief communications officer globally. She brings over 20 years of experience leading strategic consumer, crisis, and corporate communications for iconic brands including Facebook, Instagram, Nestle, Toyota, and, most recently, Lyft.

In her new role, she will be reporting directly to Jim Lanzone, CEO of Yahoo; and will guide all aspects of Yahoo’s global communications strategy, overseeing corporate, consumer, and internal communications.

Moreover, she will promote innovation across Yahoo’s products and demonstrate the brand’s evolution, leading end-to-end communications that help consumers, partners, and employees connect with Yahoo’s mission, and will partner closely with Yahoo’s marketing to tell integrated stories at the intersection of earned and social.

Prior to joining Yahoo, Iliffe-Moon served as vice president of communications and a member of the executive leadership team at Lyft. She was responsible for communications across corporate, consumer, and policy as well as direct-to-consumer storytelling through brand social and content.

She also previously drove communications at both Facebook and Instagram, launching key products and programs including Instagram’s IGTV, Instagram Stories, Facebook Dating, Facebook Marketplace, Facebook Communities Summit, amongst others. She additionally oversaw communications across Nestlé’s beverage and international divisions, and spent nearly nine years at Toyota driving corporate and marketing communications.

Speaking on her new role, Iliffe-Moon said, “Yahoo was a huge part of my introduction to the internet, and today it remains a highly trusted guide with potential to play an even more meaningful role in people’s lives. I’m thrilled to join Jim and the rest of the executive team to help tell the story of what’s next.”

Meanwhile, Lanzone commented, “Sona has a proven track record in elevating influential brands, and we look forward to welcoming her to Yahoo at a pivotal inflection point in the company’s history. As Yahoo charts a new path forward and our story continues to unfold, Sona will be instrumental in shaping our narrative and sharing it with the world.”

Singapore – Data collaboration platform LiveRamp has announced its expanded partnership with Yahoo to scale addressability and enhance reach and interoperability within the advertising ecosystem. 

The partnership will allow publishers, marketers, and more to leverage better post-signal connectivity. Publishers using LiveRamp’s Authenticated Traffic Solution (ATS) can take advantage of Yahoo ConnectID, a cookieless identity solution, to unlock additional addressable demand. 

Furthermore, brands using Yahoo DSP can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s ATS. 

Yahoo ConnectID is powered by the direct consumer relationships of nearly 335 million authenticated users globally. It enables omnichannel addressable inventory across all of the Yahoo owned-and-operated properties and thousands of other publisher domains.

Meanwhile, RampID and LiveRamp’s Authenticated Traffic Solution power the data platform’s person-based approach to identity. This enables authenticated addressability across browsers, mobile devices, and CTV at scale across hundreds of destinations. With this, clients will be able to develop deeper customer relationships, create value throughout the customer journey, and maintain control of data.

It will require minimal effort for publishers using LiveRamp’s Authenticated Traffic Solution (ATS) to integrate Yahoo ConnectID and better monetize their addressable supply.

Therefore, publishers and marketers can deliver customised experiences everywhere without any additional configuration or resources for authenticated audiences at scale.

Through this partnership, publishers can also expect increased monetisation on their authenticated inventory via the Authenticated Traffic Solution, as Yahoo ConnectID will now be available as an identifier. Additionally, marketers looking for post-signal loss solutions will have an increased reach of authenticated users across publishers that have adopted RampID and/or Yahoo ConnectID via the Yahoo DSP.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximise results while simultaneously supporting more seamless transactions across the open Web.”

Travis Clinger, SVP for activations and addressability at LiveRamp, also commented, “Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalise, and measure their customer journey.”

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 has partnered with global digital out-of-home (DOOH) supply-side platform VIOOH in a new whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.

By examining a series of case studies, the joint whitepaper outlines how advertisers can maximise multi-channel campaign impact through the inclusion of prDOOH. It includes how to optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.

Analysis findings in the report showed that the inclusion of prDOOH in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.

The report states that the inclusion of prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect, as DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.

To support the notion that there is indeed a ‘priming effect’, the report examined a multi-market campaign from Jones Lang LaSalle across Australia, Singapore, and Hong Kong and a campaign from Schroders in Singapore, where prDOOH was used alongside digital channels to drive incremental online campaign results.

From this, analysis results emphasised the power of the offline priming effect and positive impact on ROI, as campaigns included significantly increased website visit rates for audiences primed by prDOOH and a +80% overall mobile retargeting click-through rate (CTR) for prDOOH-primed audiences.

Furthermore, the whitepaper revealed that prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.

Looking through various case study results, a 15% incremental increase in sales for Danone Aptamil in the UK is attributable directly to prDOOH, and a 37% increase in sales when combined alongside digital channels. Additionally, a campaign with Tourism Tasmania in Australia showed prDOOH contributed to a 31% lift in website visits, with the overall campaign responsible for a 51% increase in visitation to Tasmania.

These results support the idea that prDOOH’s ‘attention-grabbing’ characteristics have the ability to boost ROI by driving sales and footfall.

The idea behind the whitepaper comes from the State of the Nation for programmatic DOOH report released by VIOOH earlier this year. The report outlined the key request from advertisers, which is to understand how prDOOH fits within multi-channel campaigns and how to best measure its impact.

Helen Miall, CMO at VIOOH, said, “This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.” 

Also speaking on the whitepaper, Andrew Gilbert, director of platforms for AUSEA at Yahoo, shared, “In today’s landscape, adopting a multi-channel approach to campaign planning and buying has become standard practice for many advertisers who seek to understand how they can best combine different channels to maximum effect. Programmatic is enabling DOOH to be planned, activated, and optimised alongside other channels, with display, audio, and social emerging as the most popular channels for pairing.”

Sydney, Australia – Ad platform Good-Loop and Yahoo have recently announced a global partnership offering carbon neutral private marketplace (PMP) media opportunities to advertisers, in order to help them become more sustainable. 

Through this partnership, advertisers and agencies buying through Yahoo’s DSP will now have access to the PMPs that rank in the top 25%, helping them ensure their ad campaigns are in line with their larger sustainability efforts.

Good-Loop achieves this by ranking domain in supply-side platforms (SSPs) based on their carbon score, allowing advertisers to easily find and buy low carbon emission supply, joining brands who are prioritising climate-friendly media with Good-Loop. 

On the other hand, Yahoo recently introduced its direct-to-publisher platform, ‘Yahoo Backstage,’ which serves as a reliable MFA-free supply source on the open Web with ‘Made for Advertising’ (MFA) sites consuming 21% of all programmatic ad impressions, leading to significant waste and carbon emissions.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “Good-Loop’s carbon scoring provides advertisers with information about each publisher’s carbon footprint, allowing them to make more informed choices when it comes to the environmental impact of their ad campaigns. This improves the advertiser’s decision process, while also acting as an incentive for publishers to reduce carbon emissions, whether through supply path optimisation or improving infrastructure.”

Meanwhile, Amy Williams, CEO and founder, Good-Loop, commented,  “Now, Yahoo is also driving the industry toward more sustainable advertising habits by expanding advertiser awareness of low-emission PMPs—just one of several reasons we’re thrilled to partner with Yahoo. Together, we’re bringing the industry one step closer to its sustainability goals, giving advertisers around the globe the power to minimise their carbon footprint by evaluating the carbon cost of their campaign when media planning.”