F.Y.I.

Yahoo Advertising unveils Yahoo Creative

Yahoo Advertising now has a “full-stack data-powered ad creative solution” named Yahoo Creative. The solution was born from a partnership with Innervate.

The announcement:

Yahoo Advertising today unveiled Yahoo Creative, our first full-stack data-powered ad creative solution. Yahoo Creative was developed in partnership with Innervate, the leader in dynamic customer experience orchestration, and empowers the world’s leading brands to take full advantage of the unparalleled potential of creative for their campaigns. At launch in the US market, brands like Princess Cruises and agencies like global omnichannel media agency Assembly, are actively using Yahoo Creative, which works across the Yahoo DSP and will be interoperable with other advertising
technology platforms.

As online ad-targeting adapts to identity changes, the importance of creative to engage audiences and maintain personalisation has increased. However, while programmatic technology has rapidly adapted to overcome hurdles in targeting and identity, the evolution of creative tools has lagged. This gap highlights a key opportunity: by enhancing creative capabilities through technology and data, advertisers can maximize campaign effectiveness and optimize ROI.

Enter Yahoo Creative, which brings the pace of programmatic technology’s evolution to the creative side, applying sophisticated AI and data principles to real-time creative development. Yahoo Creative future-proofs dynamic creative by activating Yahoo’s Identity Solution, which is powered by unparalleled, opted-in direct consumer relationships, and a first-party dataset of more than 50M+ logged-in users across Australia and Southeast Asia.

“In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo. “Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results.”

Yahoo Creative takes innovation to the next level by combining advanced technology and data with the expertise of world-class talent. This team has a track record of success at scale, developing close to 10,000 pieces of creative in 2023 alone. By bringing together the expertise of our best-in class full service creative team with advanced creative technology and data capabilities, Yahoo Creative offers an innovative solution to maximize scalability for advertisers.

“Yahoo Creative represents a key advancement in creative within our industry,” said Tony Gemma, vice president and head of Yahoo Creative. “By bringing together Innervate’s cutting-edge technology, and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity, and delivering superior results for advertisers.”

Yahoo Creative is also an omni-channel solution that works across CTV, mobile, display, DOOH, and more, ensuring consistent and impactful creative on all platforms. Additionally, this solution enables Interactive Authoring, supporting advertisers to design more engaging and complex dynamic content that drives superior engagement and performance.

“The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect,” said Jack Politis, VP, programmatic, Assembly.

“Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further,” said Marie Lee, vice president of integrated marketing and media planning at Princess Cruises. “The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand to our iconic brand.”

Available globally, Yahoo Creative is connected with the Yahoo DSP but also can be leveraged by advertisers with other DSP or media-buying platforms, highlighting our continued commitment to ecosystem interoperability.

For more information on Yahoo Advertising, visit: advertising.yahooinc.com.

Source: Clear Hayes Consulting

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