Yahoo, DirecTV Advertising Expand Deal To Include STB Data
- by Karlene Lukovitz @KLmarketdaily, October 17, 2022
Yahoo has expanded its partnership with DirecTV advertising to include set-top box (STB) data.
Yahoo’s demand-side platform (DSP) clients can now activate TV usage data from millions of DirecTV households for planning, activation and measurement of campaigns across DirecTV and other inventory.
DirecTV had 13.9 million U.S. households for its traditional satellite TV service as of the end of this year’s second quarter, down 400,000 versus Q1, according to a Leichtman Research Group estimate.
Earlier this year, Yahoo’s DSP struck an exclusive advertising deal with DirectTV to give advertisers access to the satellite TV and streaming provider’s programmatic inventory on linear addressable and connected TV platforms.
That deal, added to existing deals with Dish Media and Verizon FiOS, brought the Yahoo DSP’s addressable TV footprint to 25 million. There are currently about 50 million to 60 million total addressable households in the U.S., according to various industry estimates.
DirecTV Advertising also tapped into Yahoo’s supply-side platform, making its streaming inventory available to premium demand
across the Yahoo Exchange.
The STB integration expands Yahoo’s position as a platform providing access to live linear viewership data, CTV data and automatic content recognition (ACR) data from Inscape and other providers, as well as its own first-party data, per Yahoo.
Except they can't determine who is watching---by sex, age, income, etc. All that can be done is sliced and diced geographic set usage segmention----or a better word is "profiling"----but that's about all. In other words if a particular bit of geogrphay --- on average---has incomes over $150,000 per household, then you assume that any set that tunes in from this particular location is in an upper income home---which, of course, can't be correct. Then you assume that the adults---both of them or, maybe the female head only ---or the male head only--- are "watching" when the set may actually be entertaining the famiy teens or kids or the pet dog. Finally you assume that who ever is "watching" is present and attentive to your commercial. LOL on that one.