• by Ray Schultz , January 8, 2025

Yahoo DSP is offering new tools to programmatic TV advertisers, having formed several new partnerships.  

For instance, Yahoo DSP is working with Roku Exchange and Roku Data Cloud to streamline the TV buying process.

According to Yahoo DSP, the benefits include: 

• Yahoo ConnectID integration — This will give advertisers more precise targeting and measurement capabilities in a privacy-centric way. 
• Access to Roku’s scaled TV audiences — Yahoo DSP will be the first demand-side platform with access to these audiences, a capability that should be available later this year.
• Yahoo Backstage activation — This will help advertisers reach new audiences that are difficult to engage via linear TV.  

“Roku’s collaboration with Yahoo DSP is intended to bridge the gap for advertisers seeking scalable and effective solutions in CTV,” says Miles Fisher, senior director of strategic advertising partnerships at Roku. 

Fisher adds that by combining “Roku’s extensive audience reach and Yahoo DSP’s advanced programmatic capabilities, we’re allowing brands to connect with viewers in ways that are more data-driven, measurable, and impactful.”

Yahoo DSP has also developed a suite of integrations with partners Jounce, Peer39, and Scope3. Advertisers can gain insights into targeting and reporting across supply path segmentation, inventory quality and sustainability.  

And, Yahoo DSP recently collaborated with the Trustworthy Accountability Group (TAG) and the Association of National Advertisers (ANA) to enhance transparency and accountability in the programmatic media supply chain.

With this alignment, Yahoo DSP is providing marketers with visibility into their programmatic supply chain, including exposure to log files, increased reporting granularity, and complete cost accounting across demand and supply, Yahoo DSP claims. 

The goal is to help brands “optimize their investments with greater transparency, efficiency, and actionable insights,” says Adam Roodman, general manager of Yahoo DSP. “These supply intelligence partnerships represent a leap forward in giving advertisers the data and control they need to maximize their campaigns.”