Yahoo Expands Programmatic Capabilities With New DSP Partnerships

Today, Yahoo announced it is expanding access to new programmatic buying capabilities for its display inventory. MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc. are joining as launch partners to give advertisers self serve access to guaranteed ad inventory on Yahoo sites such as Yahoo Finance, Yahoo News and Yahoo Sports. Advertisers will also […]

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yahoo-y-logo-2013Today, Yahoo announced it is expanding access to new programmatic buying capabilities for its display inventory.

MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc. are joining as launch partners to give advertisers self serve access to guaranteed ad inventory on Yahoo sites such as Yahoo Finance, Yahoo News and Yahoo Sports.

Advertisers will also have access to non-guaranteed inventory through the DSP partners. Several agency partners are already integrate with Yahoo Programmatic Guaranteed, including Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy.

Greg Williams, Co-Founder, SVP OPEN Partnerships for MediaMath said in the announcement, “By integrating with Yahoo, we are making programmatic media transactions more scalable and efficient for digital marketing professionals.”


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Ginny Marvin
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Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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