• by Fern Siegel , November 3, 2023

Yahoo Advertising has new formats for advertisers it claims will increase engagement.

Edge-2-Edge fills any screen: laptop, desktop or mobile. The goal is to boost ad performance and enhance creative quality.

The new format gives advertisers more scale, including above- and below-fold placement. The ad space can be customized to align with a company's branding.

Edge-2-Edge says it provides targeting capabilities that reduce wasted impressions. Advertisers can buy Edge-2-Edge as a takeover, rotational or programmatic guaranteed, tailoring best buying strategy to their needs.

Advertisers using the new premium format include Princess Cruises. Jeff Larson, senior vice president, marketing at Princess Cruises, called the new tool “a valuable partner, helping us create a more impactful and meaningful connection with our audience.”

Edge-2-Edge will replace its predecessors, Stage and Moments. Stages was a single product confined to three homepages vs. utilizing the entire Yahoo system: Sports, Finance, News, AOL, etc. It also claims to produce more precise targeting.  

"The introduction of Edge-2-Edge underscores our commitment to delivering modern advertising solutions," said Elizabeth Herbst-Brady, chief revenue officer at Yahoo.