Yahoo Advertising established key collaborations with FreeWheel, Magnite for its streaming ad server SpringServe, and Publica by IAS to enable direct server-to-server connectivity with Yahoo Backstage’s direct-to-publisher service.
The change enables connected TV (CTV) publishers to extend their premium inventory more seamlessly via Yahoo Backstage. It also demonstrates Yahoo Advertising’s dedication to optimising media investments for its growing list of Fortune 500 advertisers, particularly in one of today’s fastest-growing channels, CTV.
“Our partnerships with FreeWheel, Magnite, and Publica by IAS enable us to provide greater value to both advertisers and publishers within the Yahoo DSP,” stated Yahoo Chief Revenue Officer Elizabeth Herbst-Brady. “Creating instant connections, maximising efficiency, and ensuring transparency are critical in an increasingly complex digital landscape.” We are excited to collaborate with these partners to help our clients, and we will continue to search for ways to optimise together.”
Yahoo Backstage, which is only available through the Yahoo DSP, offers a direct gateway to curated, premium publisher inventory. To far, the portfolio includes over 100 leading publishers in addition to Yahoo owned and controlled brands such as Yahoo Sports and Yahoo Finance. Yahoo Backstage features approximately 40 CTV publishers among the 100, the most comprehensive representation of direct CTV supply available today. Yahoo Backstage, which is now available, promotes brand transparency, control, and supply path optimisation (SPO) while maximising media expenditure and ROI.
CTV publishers benefit directly from integrations with FreeWheel, Magnite’s streaming ad server, SpringServe, and Publica by IAS by easily extending their premium inventory through Yahoo Backstage. Advertisers also receive unparalleled direct access to this inventory. The server-to-server links established by IAS between Yahoo Backstage and FreeWheel, Magnite, and Publica promote efficiency and transparency, providing a frictionless interchange of high-quality CTV inventory.
“We’re thrilled to be working with Yahoo,” said Cameron Miille, FreeWheel’s VP, North American Head of Revenue and Growth. “At FreeWheel, we take great pride in collaborating with the most premium suppliers in today’s TV ad ecosystem, as well as integrating with industry partners to give buyers the most direct access.” Today’s news exemplifies our ongoing efforts to innovate, simplify, and improve the broader media supply chain.”
“More than ever, media owners require technology that works for them, including easy access to a variety of emerging demand channels like Yahoo Backstage,” said Sean Buckley, Chief Revenue Officer at Magnite. “By combining easy demand access with innovative monetization tools, we continue to drive increased transparency, value, and performance for nearly every major media owner in streaming.”
“CTV is one of the industry’s most dynamic and fastest growing channels,” stated Sean Galligan, Chief Revenue Officer at Publica by IAS. “By partnering with Yahoo Backstage, we’re assisting our collective CTV publisher partners while also advancing transparent media buying across high-quality inventory.”
Yahoo Advertising will continue to give marketers the power to make educated purchasing decisions. In addition to serving advertisers, Yahoo Backstage benefits publishers by providing direct access to quality demand via a shortened funnel, strengthening their existing buying pathways. Publishers also get dedicated support from Yahoo Advertising’s professional team, which ensures that their business needs are met successfully.
Server-to-server interfaces are especially useful for CTV marketers, as CTV spend is expected to exceed $25.9 billion this year, according to GroupM.
Yahoo Backstage extends advertising and publisher reach and drives optimal results using the Yahoo DSP.
