Yahoo Ad Platform is the only one to provide the global ad market with a 360 brand safety solution, as it integrates its proprietary technology along with the best practices on fraud-prevention & transparency and the most trustworthy 3rd party vendors (IAS, Comscore, DV, and more) on both Demand Side (Yahoo DSP) and Supply Side (Yahoo SSP).
Yahoo DSP provides powerful brand suitability, brand safety & contextual targeting capabilities, integrating its own proprietary tool along with the most popular global vendors (including DoubleVerify, Grapeshot, IAB, IAS, Peer39).
Advertisers can select their own site-lists beyond those already set as default, while they can also choose to target/block by context, language, keywords, and even more parameters.
Continuously updated blacklists and of suspicious domains, apps and IP addresses inclusive of publicly available lists of infringing websites
Detects true-domains and prevents domain spoofing
Monitors behavioral aspects of traffic to weed out fraud and invalid traffic
Dedicated team of traffic analysts to continuously monitor traffic signals and block suspicious behavior
Custom javascript is included in every impression to review signals that could indicate fraudulent traffic
Violation of supply partner policies warrants further manual review and supply banned, if required
Advertisers may choose to deploy one of many additional 3rd party tools for filtration and measurement of fraud.
01. Manual audit and approval process
02. No blind sign-ups
03. No chain-buying
04. App or site placements are individually tagged
01. New apps and sites reviewed before integration to exchanges
02. Authentication checks
03. No inappropriate, harmful or prohibited content
04. Tools provided to publishers to enable implementation of ads.txt file
01. Traffic must meet our content quality standards
02. Monitoring for unusual or suspicious activity
03. Regular manual and automated inventory checks
04. Fraud filtration using proprietary technology
A joint marketing-media industry program, TAG was created with a focus on four core areas:
1. Eliminating fraudulent digital advertising traffic
2. Combating malware
3. Fighting ad-supported internet piracy
4. Promoting brand safety
Yahoo has completed TAG’s Malware certification and Fraud Protection Certification
IAB UK Gold Standard (supported by ISBA, AOP & IPA) requires that companies show evidence of:
1. Reducing ad fraud by adopting ADS.txt
2. Increasing brand safety through the JICWEBS DTSG Good Practice Principle audit
3. Adhering to the LEAN ad standards and Coalition for Better Advertising standards
Yahoo is successfully IAB Gold Certified for:
1. Direct Sellers (Owned inventory)
2. DSP (Tech Platform & services)
3. Native Marketplace (Indirect sellers)
4. SSP (Indirect sellers)
JICWEBS brings the industry together to implement guidelines aimed at significantly reducing the risk of misplacement of advertising.
Yahoo is successfully accredited for all demand and supply side solutions.
The following video presentation displays some highlights from recent research conducted by Yahoo (ex Verizon Media) Insights Team, which looks at how attitudes to news and journalism have shifted over 2020 and how we can frame this to look at various topics from brand safety, keyword blocking through to creativity in advertising.