• by Laurie Sullivan , 9 hours ago

Yahoo DSP made its audience marketplace available through two data-driven practices in a partnership announced Wednesday. The goal is to to run more streamlined campaigns, reduce human error, and save time.

Advertisers can create one campaign to target two audiences, upload the creative assets, and allow the platform to choose the appropriate ad when it is served.

Dave Modica, director of business development at Yahoo, told MediaPost the expanded partnership with Clinch uses a two-way application programming interface (API) to help drive data processes.

The partnership automates the process by identifying the audience segments in real time and communicates that data to Clinch, an AI-powered ad company supporting agentic for personalized targeting. 

Historically, an advertiser that wanted to reach two groups -- such as new moms and sports fans -- had to set up two separate campaign lines, Modica said. Each line needed its own creative so the correct audience would see the correct ad.

These tools help decide which ad to show each person at the moment the ad serves up.

To do this, Clinch will integrate with Yahoo DSP’s trafficking API. Although the companies have worked together for several years, the expanded partnership enables Yahoo to send audience data to Clinch in real time to make the correct decision on which ad to serve.

The data identifies the audience tied to each served impression, enabling Clinch to deliver the appropriate ad.

Campaigns and line items sync automatically between the two platforms, and creative tags publish across display, video, and audio without manual trafficking.

First-party data, CRM, lookalike, modeled, and third-party audiences in Yahoo DSP can now make the choice of which ad to serve at the precise millisecond the ad renders on a user's screen supported by real-time data.

This announcement comes after Clinch joined the Yahoo DSP Agent Network in June 2026, and builds on both companies’ commitment to interoperability and open connectivity.

Agent Network is an open framework in the Yahoo Demand-Side Platform (DSP) that connects advertisers to specialized, AI-powered agents from 23 technology partners.

These combined capabilities help advertisers spend less time on setup and handoffs, defined as transitions of responsibility through automation, to launch campaigns more rapidly.

The tools are also intended to reduce errors that can delay campaigns running, particularly for high-volume omnichannel programs.