Yahoo DSP Has Live Sports, Collaboration In Mind

Adam Roodman, general manager for Yahoo DSP, wants to accomplish many things this year, but called out three specifically to support advertisers and publishers.

“There’s a threshold for how much live sports we can deliver and would like to see that become the largest amount of inventory buying in the CTV space,” he said, declining to give a specific number.

Roodman also cited adding partnerships related to choice and control based on ad measurement -- similar to what Yahoo announced recently for the supply side.

The collaborative platform, called "Supply Curation," aimed to help advertisers optimize budgets included partnerships with Jounce, Peer39, and Scope3.

Yahoo DSP made a flurry of announcements last week, from the curation platform to Roku, which aims to improve programmatic TV buying.

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The Roku partnership expands programmatic globally by streamlining TV buying processes, simplifying how advertisers reach their audiences, and reducing fragmentation in the ecosystem.

Roodman this year also hopes to share adoption numbers for Blueprint Performance, an AI and machine learning suite of products, which he believes has reached record individual use numbers. This summer marks one year since the release of the suite.

Yahoo announced an AI chat agent called Blueprint IQ last week that is scheduled for release this quarter. It is intended to teach advertisers and publishers how to use more advanced features of its DSP platform to accomplish programmatic buying.

“We decided the best use of AI chat would be to get information quicker and faster,” he said, based on feedback from clients. “We have training, a knowledge library, and client services, but this chat agent has been trained to take all that information and give answers in real-time.”

When Yahoo’s advisory council was asked to cite helpful areas to improve, the most common responses have been to move faster as an agency and as a company.

The feedback pointed out that they needed products to help how to use Yahoo’s DSP better and tap into more sophisticated features.

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