Yahoo Gets More Programmatic
Yahoo announced the expansion of its programmatic advertising capabilities for display inventory, welcoming demand-side platforms MediaMath, DoubleClick Bid Manager and The Trade Desk as new partners.
These integrations will help buyers access premium display inventory on Yahoo sites including Yahoo Finance, Yahoo News, Yahoo Sports, and others. Advertisers will have self-serve access through the aforementioned partners to manage pricing and scheduling for both guaranteed and non-guaranteed inventory. Ad buyers also benefit from greater transparency into available inventory, predictable delivery of ads, as well as gaining the ability to optimize campaigns.
“MediaMath is focused on providing our customers with technology that helps them be more effective, and working with Yahoo is part of this," said Greg Williams, Co-Founder, SVP OPEN Partnerships for MediaMath. “By integrating with Yahoo, we are making programmatic media transactions more scalable and efficient for digital marketing professionals.”