As Yahoo continues to invest in offerings that make the ad buying process more efficient, we are expanding our programmatic capabilities. Today, we are excited to announce that MediaMath, DoubleClick Bid Manager, and The Trade Desk, Inc. have integrated as launch partners with Yahoo to access guaranteed inventory through our advertising platform. These integrations will help buyers access premium display inventory on Yahoo sites like Yahoo Finance, Yahoo News, Yahoo Sports, and more.
Now, advertisers have self-serve access through our partners to manage pricing and scheduling for both guaranteed and non-guaranteed inventory. Buyers also benefit from transparency into available inventory, predictable delivery of their ads, and 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.”
Agency partners including Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy are leveraging Yahoo Programmatic Guaranteed.
“With Yahoo, we have been able to seamlessly integrate the buying of guaranteed display inventory into our programmatic process and have already seen a positive ROI,” said Megan Pagliuca, VP and GM of Digital Media for Merkle.
Yahoo helps advertisers to accurately target campaigns with demographic and geographic data, as well as their existing CRM data. Working with Yahoo, marketers can reach specific audiences, whether they’re targeting personal investors or automotive enthusiasts.
Today’s announcement is part of our commitment to make the buying process faster and easier through our programmatic platform. We will continue to focus on technology innovation that makes digital advertising more efficient, targeted and valuable for brands, agencies and partners.