Yahoo commits to attention metrics to pursue more advertisers in 2024
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.
Yahoo has been a long-time player in the media and advertising world, with assets across editorial brands, adtech products, search and email. However, its tech offering has become a more prominent part of the business in recent years.
Its advertising arm has spent the past few weeks pitching to local agencies and its executives will soon meet with international partners in Singapore.
With the addition of Amplified Intelligence’s attentionPROVE solution, Yahoo claimed it will become the first Australian demand-side platform (DSP) to allow advertisers to measure the attention across their programmatic advertising buy. It complements partnerships with Flybuys Unpacked and Lucid by Cint on the sales and brand awareness measurement fronts.
Andrew Gilbert, director of platforms AUSEA at Yahoo said all the agency holdcos already use Amplified Intelligence’s data in their planning.
“Adding programmatic measurement creates a significant opportunity for them to move past just high-level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.”
Yahoo said despite tough conditions in the ad market, it’s seen a 43 per cent increase in omnichannel spend in 2023, and a 68 per cent rise in BVOD spend.
The company has announced new server-to-server integrations for Yahoo Backstage, its direct access to publisher supply offering that also works with CTV providers.
A new partnership with FreeWheel, Magnite will provide access to more premium CTV inventory for advertisers, and one with Publica by IAS will assist with improving transparency and efficiency in CTV buying.
“To date, we’ve seen uptake for our Advanced TV suite by nine different agency groups and over 150 brands that want to understand the true incrementality of their media investment alongside linear TV,” Gilbert said.
However, the company was light on announcements with its editorial brands, Yahoo News, Yahoo Sport, Yahoo Finance and Yahoo Lifestyle.
The company appointed a new head of finance Belinda Grant-Geary in September this year, who will oversee Yahoo’s coverage of financial topics. Meanwhile, Yahoo News is said to ramp up its coverage on the environmental crisis.
Julia Edwards, commercial director, Yahoo AUSEA said: “Our editors at Yahoo News are using data, expert opinion and real-life examples to help readers understand and prompt action.
“We believe in the power of storytelling to inspire, educate, and entertain, with endless opportunities to change minds and hearts.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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