Introducing the new Yahoo Advertising

Today we are announcing a unified approach to digital advertising that only Yahoo can deliver – across premium and audience-focused display, native and search advertising.

The online advertising world today is fragmented, difficult to navigate, and not always customer-friendly. For advertisers to get the reach, targeting, and ad effectiveness they want, they have to work with multiple publishers, ad networks and exchanges, demand-side platforms, and analytics vendors, among others. And still, advertisers are left with limited ability to measure and optimize the performance of their campaigns.

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We think there is a better way. The new Yahoo Advertising includes a comprehensive suite of web, mobile, and video ad products across native, audience, and premium display, which are accessible through a new buying platform. These products are supported by Yahoo’s data and analytical tools, with insights into the daily digital habits of more than 800 million people worldwide.

What’s New:

  • Tumblr Sponsored Posts now powered by Yahoo Advertising
  • Yahoo Audience Ads — a better way to buy ads targeted to specific audiences
  • Yahoo Ad Manager and Ad Manager Plus — a new buying platform that gives advertisers direct, hands-on access to Yahoo’s advertising products
  • Yahoo Ad Exchange — a new global ad marketplace that provides premium publishers with more visibility and control over advertising on their sites.

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Native Advertising

Yahoo Stream Ads and Yahoo Image Ads offer native ads that are organic and as engaging as the stories around them. Today, we are excited to announce that Tumblr Sponsored Posts are now powered by Yahoo Advertising. The ads are a more natural, seamless part of the reader’s experience, leading to higher impact for advertisers.

Display Advertising

We’re introducing the new Yahoo Audience Ads, a better way to buy ads targeted to specific audiences. Yahoo Audience Ads deliver the right messages to the right users across Yahoo and other high-quality sites with the scale and targeting precision of real-time programmatic buying. Expanding the services previously available as Genome, Yahoo Audience Ads offer optimized, data-driven ad buying with enhanced analytics. Advertisers have access to a comprehensive set of audience data, combining Yahoo data with advertiser data and third-party data, all usable on an extended pool of high-quality inventory.

Yahoo Audience Ads complement our existing premium display offering, Yahoo Premium Ads. Yahoo Premium Ads offer the largest digital advertising canvas for brand and performance advertisers on the web. Run a brand campaign on the Yahoo homepage, sponsor March Madness on Yahoo Sports, or run premium video ads on Yahoo Screen. Yahoo Premium Ads ensure the right audiences are reached on brand-safe and contextually relevant sites.  

A Simplified Platform

These new native and display ads are now available to large and small advertisers through a new simplified platform, Yahoo Ad Manager. Yahoo Ad Manager gives advertisers direct, hands-on access to Yahoo’s advertising products. Yahoo Stream Ads, Yahoo Image Ads and Tumblr Sponsored Posts powered by Yahoo Advertising are available today through a simple user interface that helps advertisers get ads online in a matter of minutes, with insights and analytics built in.

Yahoo Ad Manager Plus is an extension of Yahoo Ad Manager for larger advertisers to plan, execute and optimize complex display ad campaigns directly, giving them greater control over the performance of their ads on Yahoo and third-party programmatic inventory. Many features of Yahoo Audience Ads and Premium Ads can be accessed through Yahoo Ad Manager Plus, available later in Q1. Yahoo offers managed services through Yahoo Audience Ads and Yahoo Premium Ads for advertisers who want custom audience definition, richer campaign measurement and insights, access to exclusive inventory, varied pricing options, and full-service optimization.

Yahoo Ad Exchange is a new global ad marketplace launching in Q1 that provides premium publishers with more visibility and control over advertising on their sites. Continuing the evolution of programmatic advertising, the Yahoo Ad Exchange upgrades the powerful services that our partners know from Right Media with a higher-quality marketplace and an enhanced platform featuring payment clearing, advanced inventory and demand controls, and flexible private marketplaces.

The Importance of Insights

These new Yahoo Advertising products offer brands and advertisers the most comprehensive ways in the market to accurately target campaigns, utilize data and insights from Yahoo, advertisers, and third parties. Because Yahoo is at the center of people’s daily habits across search, communications, media, and video, we can offer uniquely powerful insights on consumer behavior.

We are committed to driving innovation in ad technology across the industry. Yahoo Advertising is our investment in building better advertising tools to create engaging experiences that users enjoy and advertisers embrace.

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