Yahoo commits to attention metrics to pursue more advertisers in 2024

Darcy Song

October 3, 2023 10:15

This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series.

Yahoo Australia is betting on data and measurement offerings to woo more advertisers in 2024, including a new partnership that better allows brands to measure the attention effectiveness of their campaigns.

The attention measurement partnership with Amplified Intelligence aims to give another capability boost to Yahoo’s star product, Yahoo DSP. DSP allows media buyers to bid for, and buy, inventory, manage their buying and track their ads. The platform already houses attention optimisation offerings including those from Playground XYZ and Adelaide.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.