Yahoo DSP

Verizon Media is now Yahoo!
Are you an advertiser? Do you want to run effective ad campaigns and maximize your digital ROI? Time to leverage the power of the best Demand Side Platform in the world.  
With a huge scale, exclusive inventory, and unique data, Yahoo DSP offers all the benefits of a walled garden without compromising on transparency and independent measurement.
Yahoo’s Ad Platform is the only one to provide the global ad market with a 360 solution, as it consists of a DSP, native marketplace, omnichannel SSP and exchange (includes mobile web, app, desktop) video SSP and exchange (inclusive of CTV), and video syndication.
Build your Exclusive Targeting now
From domain to demographic, from buying behavior to actual interest, from contextual to weather targeting, you can now choose from a wide range of conventional & sophisticated options through our dedicated page.

Why Yahoo DSP

Identity at the core
Our best in class identity graph and first party data connects the dots in a post-cookie world.
Smarter performance
Machine learning that drives performance, with no hidden fees or pricing inefficiencies.
Exclusive inventory
Exclusive reserved access to Yahoo & Microsoft properties and the largest premium native marketplace.
mapped to more than one device
daily data events

Identity at the core

Gain exclusive access to a wealth of unique data and insights from over 1B consumers, across 1M characteristics, enabling person-level targeting across devices. 
Curated Audiences
Over 500+ highly scaled and accurate targeting segments of real humans. Yahoo DSP identifies the user on 87% of all ad calls allowing you to seamlessly target users across all devices
Build your own audience
Audience Builder allows you to easily create custom audiences that leverage Yahoo data, such as search and purchase receipt based on your goals
Bring your own data
Directly onboard or integrate your own data via the DMP of your choice to reach and retarget your current customers across our network on mobile and web

Audience Builder

Yahoo is the only DSP to offer custom tools & features to build audiences that matter to you, and reach those users in any format – video, display, or native – and across all supply sources. Audience Builder helps you create custom audiences using Yahoo’s first-party data from 1B+ users (Yahoo, AOL, Microsoft, etc) and taxonomies from 60+ major third-party DMPs.

Signal Examples

Only DSP that offers custom tools for Purchase Data - $65 billion annually in purchase information
Take advantage of 300M+ unique search users to build audiences based on queries
Use your own CRM data – upload a list of email addresses to match against our 250M monthly active mail users

Composite Audience Builder

Your Data + Our Modeling

CRM data
Onboarding your CRM data to reach & retarget your current customers across our network on mobile and web.
Lookalike audiences
Lookalike modeling is used to reach new prospects that look a lot like a your best customers. By leveraging over 165 billions daily data points from sources such as Yahoo mail and search, lookalike modeling help advertisers build larger audiences that reflect the characteristics of the seed audience. 
Predictive audiences
Predictive segments use machine learning and probabilistic equations to build a quantitative model that leverages hundreds of different attributes to predict the purchase probability for each user.

Smarter Performance

Using Machine Learning to Drive Better Results

Ad Learn

Our machine-learning optimization and forecasting system combines demand and supply data with predictive performance algorithms to connect the best ad with the right user and placement, at scale.

Predictive Audiences

Leveraging machine-learning, Predictive Audiences analyze over 1M dimensions to predict the purchase probability for each user. 8 unique tiers for each predictive audience allows for precision or scaled messaging.
in coversions
in CPC
in conversion rates (predictive vs lookalike)

Driving Cost Efficiency

Yahoo DSP beats the ‘tech tax’. Transparency and efficiency result in more working media spend and higher ROI.
Feature Yahoo DSP Independent DSPs
Technology Fee Yes Yes
Proprietary 1P Data Yes N/A
Viewability Optimization Fee Free options available Yes
Fraud, Bot Avoidance & Contextual Fee Free options available Yes
Device Graph Fee No Yes
Bid Shading Algorithm Fee No Yes
Lookalike Modelling Fee No Yes

Trust & Transparency

Brand safety & fraud protection

Supply verification
Human review safeguards through a rigorous auditing process
Proprietary Technology
Exclusive traffic protection solution blocks fraud both pre-bid & post-serve
3rd Party Partnerships
Integrate the most popular or your preferred brand-safety & anti-fraud vendor to choose the solution that meets your needs

Quality Inventory & Viewability 

Set pre-bid parameters
Extensive inventory quality features allow advertisers to set pre-bid viewability targets, create site lists, and easily exclude content rated as moderate or high risk
Real-time optimization 
Advanced viewability algorithms auto-optimize bid management and allow buyers to layer in multi-level goals, threshold percentages, and in-view definitions.

Contextual Targeting

Proprietary & 3P solutions
Yahoo contextual-targeting solution helps advertisers deliver campaigns based on a page's content and context, ensuring alignment between brand values and media.

Furthermore, our DSP integrates the most popular global vendors (including Double Verify, Grapeshot, IAB, IAS, Peer39), giving the advertiser the possibility to even create its own keyword-based targeting filter.

Exclusive Inventory

Exclusive access to O&O and strategic partner supply

Yahoo Native Marketplace

The only DSP with access to Yahoo’s Native Marketplace. Leverage a premium native inventory that seamlessly integrates into Yahoo's editorial sites and strategic publisher partners, with holistic campaign management and reporting. 
exclusive inventory
users in Greece

Programmatic Guaranteed

The only DSP offering guaranteed deals from Yahoo and premium 3P publishers in one place.
Unique inventory
Access inventory from Yahoo, AOL and Microsoft exclusively through the Yahoo DSP; this premium inventory isn’t available for guarantees with any other DSP.
Unique audiences
Guaranteed impressions and roadblocks on Yahoo, AOL and Microsoft inventory using Yahoo DSP’s proprietary audience targeting as well as first-party advertiser data.
Competitive rates
The Yahoo DSP does not charge platform fees for Yahoo, AOL or Microsoft inventory, and charges only a 3% platform fee for third-party inventory available on exchanges.