Advanced Television

Yahoo launches Blueprint Performance

June 10, 2024

Yahoo Advertising has announced Yahoo Blueprint Performance, the latest update to its AI engine, Yahoo Blueprint, which powers a suite of features that guide performance throughout the Yahoo DSP. This next-level enhancement aims to redefine how advertisers manage and optimise digital campaigns by leveraging AI technology to boost efficiency and effectiveness while maintaining control.

Yahoo Blueprint, which first debuted in late 2023, capitalises on more than 20 years of AI and machine learning development and proprietary data derived from 335 million+ logged-in users globally. From the DSP’s forecasting tool that accurately projects campaign delivery across all channels in the open web, to creative optimisation that delivers better ad relevance, AI is interwoven in the DSP via Yahoo Blueprint. Its goal is to drive performance and campaign optimisation throughout the campaign lifecycle. Building on this foundation, Yahoo Blueprint Performance unlocks an advanced AI model for advertisers which Yaoo says delivers superior outcomes, enhances campaign efficiency, and provides new AI-powered features. Early testers have seen up to 30 per cent improvement in campaign performance.

“Yahoo Blueprint Performance underscores Yahoo’s AI legacy and our unique first-party data, which set us apart in supporting advertisers as they navigate an increasingly complex digital environment,” said Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. “This is more than just an incremental update, it’s a leap forward, offering superior outcomes through smarter, AI-driven results. Yahoo Blueprint Performance is an example of how AI should work in digital advertising, providing implementation control in a transparent and understandable way.”

With an enhanced AI model, Yahoo Blueprint Performance unlocks additional AI-powered features. Starting with Customer Value Optimisation (CVO), now out of beta, which provides advertisers with advanced first-party data solutions to combat signal loss for the impending cookie deprecation. CVO maximises customer engagement and conversion based on scoring such as lifetime value, ensuring campaigns target the most valuable prospects.

“Yahoo Blueprint Performance has been a solid performer for our campaigns,” said Mary O’Brien, Head of Programmatic, PMG.  “We’ve seen increased engagement and efficiency, which has allowed us to better optimise results. We’re impressed with the advancements the Yahoo DSP has made which continue to pair increased transparency with superior outcomes.”

Currently, Yahoo has nearly 570 patents for AI/machine learning and says it will continue to make advancements to both Yahoo Blueprint and Yahoo Blueprint Performance to meet evolving advertiser needs, particularly in CTV.

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