Yahoo launches cross-device programmatic ad platform


In a bid to make it easier for marketers to buy ads and to target different audience segments, Yahoo Hong Kong is launching a new programmatic buying platform called Yahoo Ad Manager Plus (YAM+), which the internet giant expects to tap into the huge amount of data generated by its 4.6m users in the territory, reports Campaign Asia.

According to Rico Chan, VP and General Manager of Yahoo Hong Kong and INSEA sales, research shows that more than 70% of advertisers in Asia will be buying programmatically in 2015.
Furthermore, programmatic spending will constitute more than 20% of total digital spend, he asserted in the report.


"We used to offer a managed service for programmatic, where users were segregated into segments and then inventory would be purchased for the Yahoo network," he was quoted in the report as saying. He added, "Now we can marry our own data with affiliate partners and external sites to extend our reach and insights."

Advertisers will be able to leverage the company's smart data, insights, analytics and premium inventory as well as being able to "aggregate inventory like a trade desk". Chan said that by coupling first-party data with third-party and mobile insights, "ads will be delivered based on their purchase intent at the right time."

Tumblr, the microblogging platform which Yahoo acquired in 2013, is also introducing a beta version in traditional Chinese and that may become part of the programmatic platform.

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