Yahoo takes local Brightroll DSP out of the dark, pledging unlimited data access to customers
Yahoo7 has officially taken the wraps off its local Brightroll programmatic offer after spending months working with agencies to tailor its tools to the Australian market, offering agencies and advertisers “unlimited” access to data.
Yahoo bought Brightroll nearly two years ago in a move that was labelled crucial to its future and Yahoo7 director of programmatic, data and native, Ben Green said the new offer would give advertisers unlimited access to data that other platforms were not willing to share.
“We launched it very quietly and we were very focused on using the Brightroll DSP for managed programmatic buying campaigns,” Green told Mumbrella.
“It’s only very recently that we made it available to advertisers and agencies on a self-service basis.”
Yeah, Y!7 has limited data insights though.
It’s no where near as big as someone like Eyeota or Bluekai, who have over 2.5 billion unique data profiles & 2 trillion data points each.
Try targeting people outside of the Y!7 / Brightroll network and you quickly fall off the targeting capabilities.
Lotame’s data exchange has over 6 billion unique profiles globally but quoting these numbers are pointless from an Australian market context.
Criticises google and Facebook for walled gardens… Makes yahoo data available in bright roll only.
You can’t make this stuff up.
Make it available as as targetable data in all buying platforms then you would have differentiated yourself.
Yahoo data is available in all their platforms.
So?
Facebook data is in all of (power editor ) their platforms and FMPs.
Same with Google (ad words and DBM).
My point was, unless Yahoo put their data into OTHER biddable platforms then they are no different to to the walled gardens they speak down upon.
Make it a marketplace and allow Turn, Media Math, TubeMogul, AOL etc tap into it.
Who uses Yahoo?
@Peter @Another Agency, 10.8M Australian’s visit Yahoo7 every month (excluding the Flurry Mobile Marketplace); this represents more than 55% of Australia’s Internet population (Nielsen DRM, Jul ’16). Buyers can also access the 3rd party data marketplaces, including BlueKai, Eyeota and many others through BrightRoll. PM me if you’d like to know more.
Greeny, is that people based or cookie based measurement?
Over 50% my rear end! I can’t think of 1 person who goes to yahoo7 intentionally.
Yahoo faces fallout from lawmakers, users and even Verizon following what could be the biggest data breach in history:
http://www.cnbc.com/2016/09/22.....-hack.html