• by Wayne Friedman , June 20, 2022

Yahoo’s demand-side platform (DSP) struck an exclusive advertising deal with DirectTV providing advertisers access to the satellite TV and streaming providers’ programmatic addressable TV ad inventory.

The deal includes placing DirecTV’s streaming inventory through the Yahoo SSP (supply-side platform) and across the Yahoo Exchange.

At the same time, advertisers can continue to buy non-programmatic inventory directly from DirecTV advertising.

The deal expands Yahoo’s U.S. addressable TV footprint to 25 million households. Yahoo also has deals with Dish Media and Verizon FiOS through its programmatic platform. 

The DirecTV/Yahoo agreement allows marketers to access inventory on linear addressable TV and CTV platforms, enabling buyers to gain unique reach. The Yahoo DSP reaches more than 80 million CTV households.

DirecTV advertising inventory will become available in the Yahoo DSP starting in the fourth quarter of this year.

There are 50 million to 60 million U.S. addressable TV households, according to industry estimates.

eMarketer projects the U.S. linear addressable TV market will hit $4.22 billion by the end of this year.