In the midst of the madness, Yahoo has been holding its own. In September, ADWEEK reported that the DSP was stealing business from The Trade Desk on the promise of lower fees.
Yahoo has also been expanding aggressively into commerce media in particular, inking recent deals with DoorDash, Nextdoor, online marketplace StockX, and Dollar General’s ads business. Through these deals, Yahoo will sell partners’ audience data through its DSP. Earlier this year, it announced an integration with Netflix.
Yahoo’s new campaign, debuting Monday in the U.S. market, is planned, activated, and measured using Yahoo’s own DSP. The platform leverages stores of first-party data signals to connect the Yahoo DSP brand with audiences on CTV and social.
“Advertisers know they can trust Yahoo DSP to deliver, as we saw in the first phase of our ‘Expect Results’ campaign,” Roodman said. “This next ad builds on that momentum and lets us have some fun with it.”
