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.

ben-greenYahoo 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.”

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