Combines strengths of Yahoo, BrightRoll and Flurry to build robust ad tech portfolio and deliver best-in-class programmatic solutions for video, display and native advertising across all devices
NEW YORK – Yahoo Inc (NYSE:YHOO) announced key updates to its advertising technology portfolio at Advertising Week in New York:
“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.”
- BrightRoll is Yahoo’s new, unified brand for programmatic advertising technology, offering a suite of media-agnostic tools to help advertisers, publishers and partners connect with consumers across ad formats and devices.
- Yahoo Gemini, the company’s proprietary marketplace for search and native advertising across devices, introducing new product features and the Yahoo Preferred Partner Program.
Over the past year the company has focused heavily on product development, and is bringing together the strengths of Yahoo, BrightRoll and Flurry to build a robust technology offering that simplifies the overall experience of digital advertising and drives measurable results for advertisers. 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 behavior 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.”
BrightRoll
Yahoo has unified all of its programmatic advertising technology under the BrightRoll brand. Since acquiring BrightRoll in December 2014, the company has focused on building an open, media-agnostic suite of programmatic buying and selling tools to help advertisers, publishers and partners grow and measure their business. As one of the leading programmatic advertising technology offerings in the marketplace, BrightRoll powers digital advertising for 99 of the AdAge Top 100 advertisers and half of the comScore Top 50 publishers.
- The BrightRoll DSP drives efficient 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 seamlessly 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.
Yahoo Gemini
Today 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 Program, 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 program is designed to bring more search and native demand to the Yahoo Gemini marketplace and driving improved results for both partners and advertisers. Partners are selected as part of the Yahoo Gemini Certification Program to ensure their commitment to quality and client service.
To learn about Yahoo’s media-agnostic, programmatic advertising technology solutions, please visit www.brightroll.com. More information on Yahoo Gemini can be found at https://advertising.yahoo.com/Blog/.
About Yahoo
Yahoo is a guide focused on informing, connecting, and entertaining our users. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom (pressroom.yahoo.net) or the Company’s blog (yahoo.tumblr.com).
via BusinessWire
