Yahoo DSP

An independent omnichannel DSP with Yahoo's own inventory (Yahoo Mail, Finance, Sports, News), its identity solution (Yahoo ConnectID), and access to third-party exchanges, CTV, audio, and DOOH. Yahoo exited its SSP business in 2023 to focus on the buy side.

Where ads run

• Yahoo owned-and-operated properties (mail, news, finance, sports)
• Open-web display, native, and video across exchanges
• Connected TV through direct publisher deals and Yahoo's Backstage marketplace
• Audio and DOOH

Campaign types

• Display
• Native
• Video and CTV
• Audio
• DOOH

Targeting

• Yahoo ConnectID (email-based identity from Yahoo's logged-in users)
• Yahoo first-party data: mail, search, and content behavior
• Third-party segments
• Advertiser first-party via ConnectID and clean rooms
• Contextual

Buying

Percentage-of-media platform fee, self-service or managed, with commitment levels below The Trade Desk's. Yahoo Backstage offers direct-to-publisher CTV deals.

Measurement

Yahoo's own attribution, brand lift, and footfall; third-party verification; clean room integrations for advertiser data.

Watch

Yahoo's logged-in user base gives ConnectID one of the better cookieless match rates on the open web, especially in email and finance content. It is a credible second seat for advertisers wanting a Trade Desk alternative.

Documentation

https://www.advertising.yahooinc.com/

See also: benchmarks for typical costs, and the glossary for any term used above.