• by Ray Schultz , November 2, 2023

Yahoo Advertising has unveiled a new set of premium formats for use by advertisers on Yahoo properties. 

The new platform, Edge-2-Edge, is designed to help advertisers create “impactful and engaging ad experiences across the Yahoo ecosystem,” says Elizabeth Herbst-Brady, chief revenue officer at Yahoo.

Yahoo claims that Edge-2-Edge provides:

• Enhanced scale and inventory spanning mobile, tablet and desktop, and above-the-fold and below-the-fold placements
• Robust features and customization that can align with advertisers’ branding and messaging
• Flexible buying options that include purchasing as a takeover, rotational, or programmatic guaranteed
• Targeting capabilities that reduce wasted impressions
• Diverse range of formats that allows a larger canvas to span the width of any page and the ability for ads to adjust as needed

One advertiser using Edge-2-Edge is Princess Cruises.  

“Edge-2-Edge opens up new possibilities for our ad campaigns, giving us the freedom to craft our advertising strategy just the way we want,” says Jeff Larson, senior vice president marketing at Princess Cruises. 

Larson adds, “Connecting with our audience through smart targeting and standout ad placements is vital for reaching our marketing goals. With Yahoo’s cutting-edge ad tools, they remain a valuable partner, helping us create a more impactful and meaningful connection with our audience, resulting in a notable spike in website traffic when we put these formats to work on Yahoo Sports this past summer.”