Demand-Side Platforms: The Pilot
Using Yahoo!’s science, art and scale to deliver audience-based buying
Earlier this month at the 4A’s conference, we talked a lot about how Yahoo!’s unique combination of science, art and scale unlocks exciting new opportunities for advertisers. Based on conversations we’ve been having with marketers, agency partners and technology providers, one area that’s in need of further exploration and innovation is in how media is purchased. At Yahoo!, we’re very focused on finding new ways to research, plan, target and measure digital media so we can help speed the flow of ad spending online. We believe that demand-side platforms (DSP) represent an interesting new way to leverage Yahoo!’s science, art and scale to deliver on the promise of audience-based buying.
As a result, Yahoo! is working closely with DSP leaders, including Invite Media, Mediamath, Data Xu, Turn and X+1 as part of a new pilot program to establish best practices in audience buying for their clients. DSPs are driving significant innovation in the science and underlying technology of audience-based, display buying for our largest partners. Some early innovations are focused on identifying and engaging audiences, controlling frequency of ad exposure more effectively and developing real time bidding (RTB) capabilities for buyers.
The pilot will demonstrate how Yahoo!, in partnership with these industry leaders, can provide marketers with access to the audiences they most want to reach by leveraging insights from buyers, sellers and 3rd party data providers. This pilot will also enable DSPs to establish a more integrated, deeper relationship with the Yahoo! Network and the Right Media Exchange. Many of these DSPs have been members of the Right Media Exchange for years, and through this pilot, they will gain access to Right Media’s real-time bidding (RTB) capabilities.
DSPs have made great strides to provide the largest display media buyers with enhanced technology and services that make digital media more effective overall. We look forward to exploring this exciting opportunity with our pilot partners, and we will share updates on our progress here on this blog.
There’s a huge audience out there, and it’s going to take a little science, art and scale to really unlock the potential of audience buying.
—Ramsey McGrory (VP, North American Marketplaces) & Seth Dallaire (VP, Mid Market Sales)
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[...] by Ramsey McGrory (VP, North American Marketplaces) and Seth Dallaire (VP, Mid Market Sales) on the Yahoo! advertising blog. In discussing its partnership with five demand-side platforms and its DSP strategy going [...]
[...] We’ve been trying to keep you up on the emergence of demand-side platforms for awhile now (like here, here and here). Over at AdExchanger, Michael Walrath, former CEO at Right Media (now part of [...]
[...] We’ve been trying to keep you up on the emergence of demand-side platforms for awhile now (like here, here and here). Over at AdExchanger, Michael Walrath, former CEO at Right Media (now part of [...]