Yahoo Advertising To Launch Yahoo Backstage, Enabling a Direct Path to Premium Publisher Inventory
Yahoo Advertising has announced the launch of Yahoo Backstage, a new offering that will give Yahoo DSP advertisers direct access to publishers’ premium inventory. In addition to properties owned and operated by Yahoo, more than 100 publishers have subscribed to Yahoo Backstage, including A+E Networks, Dotdash Meredith, Newsweek, Raptive, The Arena Group, and VIZIO. This decision supports transparency and Supply Path Optimization (SPO), while maximizing media spend and ROI for advertisers.
Yahoo Backstage allows publishers to integrate directly with Yahoo DSPs, improving scale and increasing win rates for valuable, trusted inventory that results in the majority of media costs for publishers. copy and improve advertiser performance. The Yahoo Backstage offering will be completely transparent to Yahoo DSP customers and be provided with continuous access to the major exchanges in the industry, giving advertisers the control to advertise out their own purchasing options.
“We are laser-focused on meeting the evolving industry need, and are excited to offer advertisers a direct line to our premium publisher partners,”
“With trusted publisher relationships and Yahoo’s owned and operated content, we are best positioned to provide advertisers with the most unobstructed supply path, ensuring they achieve the greatest possible results.”
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo.
“The ad industry has reached a tipping point for transparency, driving a shift towards more efficient supply paths,”
“Yahoo’s strong publisher relationships – specifically in the CTV space – bring critical scale and reach to SPO.”
Sam Bloom, CEO of Camelot Strategic Marketing & Media.
“As the role of publisher data, context, and ID integrations take a larger role in driving tomorrow’s performance, we believe working closer with publishers can only benefit marketers,”
“We’re excited to add Yahoo Backstage to our partner set, building on our agnostic ad-buying approach to deliver the best possible results for advertisers.”
Lara Koenig, Global Head of Product at MiQ.
In addition to the benefits for advertisers, this new offering will provide significant value to Yahoo Advertising’s valued publishing partners. Publishers will have direct access to quality demand through a streamlined process, enhancing their existing purchase journey. Publishers will also receive dedicated support from Yahoo Advertising’s experienced team to ensure their business needs are handled efficiently.
“We have had a long-standing partnership with Yahoo Advertising, and their commitment to delivering value and opportunities to the publisher community has been unwavering,”
“Their direct-to-publisher offering further solidifies their position as a trusted partner, and we are excited about the prospects it brings to publishers like us.”
Tom Grainger, Director of Programmatic at A+E Networks.
Yahoo Backstage is a strategic step forward in Yahoo Advertising’s strong focus and investment in Yahoo DSP. With Yahoo Backstage, Yahoo Advertising will continue to maintain a strong premium supply, while providing the best solutions for the growth of the advertising industry, including identity solutions for inventory addressable (Yahoo ConnectID) and non-addressable (Next Generation Solution). Yahoo Backstage will be available to all Yahoo DSP advertisers in Q3 2023.
