DIRECTV Leverages Yahoo Unified Advert Tech to Unlock Superior TV Alternatives –

DIRECTV Leverages Yahoo Unified Advert Tech to Unlock Superior TV Alternatives –

Yahoo would be the unique omnichannel DSP for accessing DIRECTV Promoting’s addressable TV stock

NEW YORK–(BUSINESS WIRE)–DIRECTV Promoting and Yahoo right this moment introduced a strategic partnership to unlock new worth for advertisers throughout linear and digital tv. Towards a backdrop of an more and more fragmented, superior TV panorama, DIRECTV Promoting and Yahoo introduced right this moment that they’re becoming a member of forces to supply patrons a extra seamless path to entry addressable TV and streaming stock.

By partnering with Yahoo, DIRECTV Promoting helps to additional scale back complexity and fragmentation for advertisers within the superior TV panorama, which has seen super development over the previous 12 months. Digital video promoting spend, together with digital TV, reached $39 billion in 2021 and is predicted to develop 26% to $49.2 billion in 2022.1

By means of the partnership, advertisers will obtain plenty of thrilling advances, together with:

  • Entry to 25 million addressable TV households: DIRECTV Promoting has named Yahoo as its unique omnichannel demand-side (DSP) platform for programmatic entry to its addressable TV stock. Advertisers can proceed to buy stock immediately from DIRECTV Promoting. By means of the partnership, DIRECTV Promoting joins DISH Media and Fios to allow addressable tv by way of an omnichannel programmatic platform. With DIRECTV Promoting, Yahoo is increasing its place as the primary and solely omnichannel DSP to supply programmatically addressable stay TV stock, enabling advertisers to succeed in a attain of 25 million properties.
  • Streaming stock by way of Yahoo SSP: DIRECTV Promoting leverages Yahoo’s Provide Aspect Platform (SSP) and makes its streaming stock obtainable for premium demand by the Yahoo Trade.

DIRECTV Promoting and Yahoo’s settlement allows addressable TV and CTV interoperability, enabling Yahoo DSP patrons to maximise distinctive attain, leverage spend efficiencies, and supply viewers with optimum promoting experiences. By means of partnerships with DIRECTV Promoting, DISH Media and Fios, Yahoo DSP advertisers can collectively attain as much as 25 million addressable TV properties, coupled with Yahoo’s attain of over 80 million CTV properties. With well timed insights, Yahoo delivers immediately actionable information for entrepreneurs on a single platform throughout linear and CTV campaigns.

“DIRECTV Promoting is on the forefront of delivering converged TV options to its shoppers,” mentioned Amy Leifer, DIRECTV’s Chief Promoting Gross sales Officer. “Working with Yahoo permits us to fulfill our clients the place they’re and ship these options in a manner that higher aligns with advertisers’ omnichannel methods whereas decreasing friction within the course of.”

“With the convergence of linear and digital advertising and marketing, advertisers want to have the ability to seamlessly have interaction with customers throughout channels with out shedding crucial measurement, information and marketing campaign visibility,” mentioned Iván Markman, Chief Enterprise Officer of Yahoo. “This partnership with DIRECTV Promoting builds on the momentum of our present addressable TV partnerships and provides advertisers better attain, transparency and management. We’re grateful to those companions for serving to transfer the {industry} ahead and creating a robust entry level throughout Yahoo’s platform.”

Yahoo’s omnichannel DSP offers advertisers entry to highly effective, certified information units and reaches customers throughout all channels, together with cell, desktop, video, native addressable TV, CTV, DOOH, and audio. DIRECTV advert stock can be obtainable in Yahoo DSP for This autumn 2022 campaigns.

About Yahoo

Yahoo is a world media and know-how firm, connecting practically 900 million individuals world wide with finance, sports activities, procuring, video games and information – with the trusted merchandise, content material and know-how that energy their day. For companions, we provide a full-stack enterprise platform to energy development and create extra significant connections between promoting, search and media. To be taught extra, please go to

About DIRECTV promoting

DIRECTV Promoting is a pioneer within the converged addressable house, delivering industry-leading audience-based, digital and progressive media options. Leveraging our a long time of expertise, we empower advertisers to have interaction and retain their viewers at scale, whereas constantly measuring marketing campaign affect in opposition to model aims to uncover insights and optimize future campaigns.


1B Video advert spend 2021 and Outlook 2022, Might 2022


Christina MacDonald, Yahoo

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