• by Laurie Sullivan  @lauriesullivan, 4 hours ago

Cannes Lions opened the door for executives at brands, agencies and platforms to talk about generative artificial intelligence (GAI). Now it seems they want to keep sharing advancements and successes.

Yahoo has been co-creating features with brands being used in Yahoo Creative, a suite of creative tools announced at Cannes last year to help advertisers build and optimize campaigns. Between 10% and 15% of new features for Yahoo Creative are co-developed with brands that use it.

The company has seen a 112% increase in active monthly advertisers since its introduction at Cannes in 2024, and 55% of active advertisers are now running multiple campaigns using the platform. Revenue growth rose 43% year-over-year, with a projected 200% YoY increase.

In the twelve-month period since, Yahoo Creative has partnered with hundreds of brands to launch data-driven campaigns across every screen, from interactive connected television (CTV) to dynamic creative optimization.

Brands are changing measurement strategies and learning more about what consumers want.

In the future, Yahoo Creative will feature deeper integration with AI-powered optimization, creative tools that work faster, and more personalization options — so advertisers can make performance and creativity even more impactful.

On Wednesday, Yahoo also shared updates on Yahoo Blueprint, an AI-powered optimization engine for real-time bidding strategies that leverages predictive models to assess the value of each impression to maximize return on ad spend (ROAS). 

Yahoo DSP has seen an adoption rate of over 75% of applicable ad spend in the first six months by combining expertise in data-driven technologies with the ability to process massive data sets.

Advertisers using Blueprint have seen higher ROAS, more efficient media delivery, and time savings that allow their teams to focus on what matters — strategy and creativity, the company said.

During the coming year the company plans to experiment and create tools for GAI. Investments in the technology are a natural progression from the success Yahoo has seen — better outcomes with less manual work by adjusting bids, placements, and pacing in real time — while using 10x more data and a 90% faster feedback loop.