Yahoo unites programmatic ads under BrightRoll brand

30/09/2015

Yahoo has moved all its programmatic ad technology under its BrightRoll brand to offer clients and more joined up automated ad service.

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Under the brand sits the BrightRoll DSP to drive programmatic video, display and native advertising buys and tap into data for advertisers, publishers and partners.

The BrightRoll Exchange combines the strengths of Yahoo, BrightRoll and Flurry to build an ad tech portfolio and deliver programmatic solutions for video, display and native advertising across all devices.

This technology is integrated with Yahoo’s unique data insights, including 165 billion daily events from more than one billion people worldwide and Flurry mobile app behaviour from 2 billion devices, enabling Yahoo to target the right audience across devices and deliver greater brand impact for advertisers.

“Yahoo is building a strong portfolio of solutions to help advertisers connect and engage with consumers through the combination of data and technology,” said Prashant Fuloria, Senior Vice President of Advertising Products at Yahoo. “We’ve made significant investments to integrate Yahoo’s targeting and measurement capabilities into BrightRoll’s programmatic tools to provide more control, more transparency, and ultimately better results.”

The service is divided into two operations:

• The BrightRoll DSP drives programmatic buying for video, display and native advertising, leveraging exclusive access to Yahoo data and unique insights from one billion people and 165 billion daily data events to target the right audience.

• The BrightRoll Exchange connects buyers and sellers of high-quality video and display inventory, including Yahoo properties and other premium publishers. The exchange is integrated with 100 DSPs and enables access to thousands of sites and apps via RTB, private marketplaces and programmatic direct.

Meanwhile Yahoo Gemini introduced a new custom audience feature that enables advertisers to leverage their own data alongside Yahoo data to efficiently retarget audiences across devices. As Yahoo’s proprietary marketplace for search and native advertising across devices, Yahoo Gemini helps advertisers target, reach and engage relevant audiences to drive measurable results.

In addition, Yahoo recently launched the Yahoo Preferred Partner Programme, connecting advertisers with a community of innovative, advertising technology and service providers, including Acquisio, ChannelAdvisor, Dealer.com, DrivenLocal, Fiksu, Kenshoo, Marin Software, Sprinklr and Tealium.

The programme is designed to bring more search and native demand to the Yahoo Gemini marketplace and drive improved results for both partners and advertisers. Partners are selected as part of the Yahoo Gemini Certification Programme to ensure their commitment to quality and client service.

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