Yahoo Advertising has announced strategic partnerships with FreeWheel and Magnite for its streaming ad server SpringServe, and Publica by IAS, to enable direct server-to-server connections with direct-to-publisher offering Yahoo Backstage. The move allows connected TV (CTV) publishers to more seamlessly extend their premium inventory through Yahoo Backstage. It also further solidifies Yahoo Advertising’s commitment to […]

Yahoo Advertising has unveiled new research on Advanced TV (ATV) advertising, which explores marketer preferences for ATV buying and partner selection. Yahoo polled over 300 US ATV marketing decision makers for the study, including brand and agency executives. “Advanced TV represents a significant opportunity for advertisers,” said Elizabeth Herbst-Brady, Chief Revenue Officer of Yahoo. “It […]

Yahoo Advertising, the advertising division of Yahoo, has unveiled new research on Advanced TV (ATV) advertising, exploring the advantages and obstacles of combining addressable linear campaigns with digital campaigns. The study involved polling over 300 TV marketers, including agency and brand advertisers. As viewers transition from traditional TV to streaming and digital, advanced TV enables […]