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.”

Publicis media was one of the platform’s first clients with Green saying the lack of data made available by rival platforms was a key to setting Brightroll apart.

“The main drawcard is around access to Yahoo audience data and if you speak to agencies and advertisers, as a publisher one of the most valuable assets we have outside out people, we have our content, we have got our data and it’s really the access to that Yahoo first party data, search data, login data and user visitation data, app consumption, that’s been the drawcard,” he said.

“That’s what differentiates it in a very crowded market. Clients have been asking for access to that data, the freedom and flexibility to use it on whatever media they choose to. It’s all in there, Yahoo locally has gone all in.”

Green said while there was already a healthy offering of DSPs in Australia, he believed the Brightroll offer would be perceived differently.

“I often joke that there’s probably more DSPs per human being in Australia than any other market, but our clients have actually been asking for this despite the programmatic market in Australia being quite mature there’s still a real appetite for test and learn,” he said.

“One of the biggest shortcomings in this market, and our clients will also acknowledge this, we have got great tech and the market has now got some really great, talented people but there’s just not a lot of audience data available outside the walled gardens of Google and Facebook.

“This is where we hope to differentiate.”

As part of the new offer Yahoo7 will also offer access to third party data marketplaces as well as the recently integrated Nielsen digital audience rating and MOAT.