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 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.”