Yahoo! is an American company that owned the second most popular search engine in the world and provides a number of services united by the Internet portal Yahoo! directory; the portal includes the popular Yahoo! Mail, one of the oldest and most popular on the Internet.

“Demand Side Platforms” or “DSP” means platforms provided by Yahoo on which ad buyers can bid and buy inventory, manage their purchases, and track their ads. “DSP Data” means Yahoo Data and/or Third Party Data.

The platform has updated its platform for advertisers and we decided to refresh our article!

“Demand Side Platforms” or “DSP” means platforms provided by Yahoo on which ad buyers can bid and buy inventory, manage their purchases, and track their ads. “DSP Data” means Yahoo Data and/or Third Party Data.

Yahoo DSP allows you to programmatically view, create, and manage all marketing and advertising campaigns using the DSP Traffic API. Yahoo DSP developers and partners can use these resources to manage advertisers, campaigns, lines, audiences, ads, and more.

Yahoo’s advertising platform is the only one providing a 360 solution to the global advertising marketplace as it consists of:

1. DSP;
2. Own trading platform;
3. Multichannel SSP;
4. Exchange (including mobile Internet, applications, desktop computers);
5. Video SSP;
6. Sharing (including CTV) and video distribution.

Formats include full-screen video that drives awareness to dynamic product ads that incite users to act.

The main advantages of cooperation with Yahoo DSP:

1. Machine learning that improves productivity, with no hidden fees or inefficient pricing;
2. The identification diagram and own data connect the dots in the world after the use of cookies;
3. Access to Yahoo and Microsoft resources and the largest premium native marketplace;
4. Audience Builder helps you build custom audiences using Yahoo’s own data from over 1 billion users (Yahoo, AOL, Microsoft, etc.) and taxonomies from over 60 major third-party DMPs;
5. A machine learning-based optimization and prediction system combines supply and demand data with performance prediction algorithms to associate the best ads with the right user and placement at any scale;
6. Predictive Audiences analyzes over 1 million parameters to predict the likelihood of a purchase for each user. 8 unique levels for each predictive audience ensure message accuracy or scaling.

Yahoo’s contextual targeting solution helps advertisers target campaigns based on page content and context, ensuring alignment between brand and media values. In addition, Yahoo DSP brings together the world’s most popular vendors (including Double Verify, Grapeshot, IAB, IAS, Peer39), giving the advertiser the ability to even create their own keyword-based targeting filter.

Conclusion. Yahoo used to have many different products that were different and not bundled into one platform, now it’s easier for advertisers to find information and advertise through one Yahoo DSP portal/platform.