Increased targeting and optimisation capabilities will be available to advertisers across Australia and New Zealand thanks to the launch of Yahoo7's Ad Exchange.
The new technology platform,which offers a buying and selling bidding marketplace for online media ad inventory, all in real-time, aims to help advertisers target audiences with the most relevant and engaging ad placements.
Optimised across audiences and devices including desktop, mobile and tablet, the Yahoo Ad Exchange is built on Yahoo Right Media technology. It also provides advertisers with exclusive premium inventory.
A new Yahoo7 specialist client services team has been devised to support Australian trading partners.
Launch partners include Foxtel, Cadreon, Accuen and Vivaki who are already trading with the platform.
General manager of marketing services platform Cadreon, Jessica White, said the company has seen some “very strong initial results” so far.
Sales director of programmatic, audience and native ads at Yahoo7, Ben Green, said: “The Yahoo Ad Exchange will provide advertising partners a premium alternative, offering greater flexibility, visibility and more targeting capabilities to connect advertisers with Yahoo7 and Yahoo New Zealand audiences in brand safe environments.
“In particular our ability to offer mobile inventory in an exchange environment has seen positive feedback from our advertising partners.”
With around eight million Australian users on desktop, more than seven million on mobile, and around three million on tablet, the new Yahoo7 platform launches nearly a year after it was released in the US.
Yahoo7 said its growing Australian Yahoo7 mobile audience joins the 550 million Yahoo monthly mobile users delivering programmatic mobile advertising opportunities at scale.
Selected inventory and audiences will be available with exclusive access for agency, trading desk and advertising partners.
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