Yahoo Advertising will launch Backstage, a direct path to premium inventory from more than 100 publishers, later this year.
The product, which will let advertisers bypass having to use a supply-side platform to buy programmatically from publishers, will be available to Yahoo’s DSP clients in this year’s third quarter.
A+E Networks, Dotdash Meredith, Newsweek, Raptive, The Arena Group, Vizio and Yahoo’s properties are among those participating.
Yahoo Backstage enables publishers to integrate directly with the Yahoo DSP, enhancing scale, supply path optimization (SPO) and ROI, according to Yahoo Advertising, which offers identity solutions for both addressable and non-addressable inventory.
Backstage supply will be “fully transparent” to Yahoo DSP users and offered alongside continued access to leading industry exchanges, Yahoo said.
Publishers will gain direct access to demand through a streamlined pipeline, as well as dedicated customer support.