Advanced Television

Yahoo DSP expands CTV measurement suite

June 25, 2024

Yahoo DSP has announced the expansion of its measurement capabilities through strategic partnerships with Comscore, iSpot and Samba TV.

As CTV advertising investments continue to increase, so does the need for comprehensive CTV measurement. In response, TV measurement providers are innovating as the landscape shifts towards a multi-currency reality, and advertisers require partners that align well with their diverse campaign strategies, rather than a one-size-fits-all approach.

To meet those needs, the Yahoo DSP has invested in building a broader measurement partner ecosystem. In addition to existing partnerships with Vizio Inscape and DirecTV, Yahoo recently announced that the Yahoo DSP would be the first DSP to integrate with VideoAmp. Now they are continuing to expand new capabilities for Yahoo DSP customers in partnership with Comscore, iSpot, and Samba TV. These enhancements provide optionality, enabling advertisers to more effectively measure CTV campaigns within the Yahoo DSP through the provider of their choice.

“The importance of transparency and accuracy in advertising measurement can not be understated, especially within CTV environments,” said Adam Roodman, SVP of Product Strategy and Management at Yahoo. “By partnering with industry leaders we are empowering our clients with the tools they need to more effectively and efficiently measure and optimise their CTV campaigns. These partnerships reflect our commitment to innovation and excellence in ad measurement across all channels.

“Yahoo’s advertisers need measurement partners who can track large audiences across all platforms,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “With our differentiated cross-platform measurement product, we help advertisers quickly and accurately apply measured performance of in-flight linear, to provide the actionable data for their optimising non-linear campaigns via Yahoo DSP. This capability, delivered both nationally and locally, ensures advertisers can maximise their national footprint by optimising for campaign outcomes at the local level.”

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