Yahoo, which celebrates 30 years, has shared its strategy for Yahoo DSP, its demand side platform for advertisers and marketers at its 2026 Newfronts.
Head of Yahoo DSP Australia, Maddie Basso, alongside vice president of international sales Jon Finnie and other key leaders, shared Yahoo’s vision for advertisers and marketers next year, recognising the changing market, and how the platform plans to innovate across automation, data and new partnerships.
"Although so much has changed from last year, we’ve got smaller timelines, new technology, different touch points, especially thanks to AI - the word floating around everywhere at the moment - the one thing that hasn’t changed, is our ability to create real human connection," she said.
"As an industry - through creativity and culture, we are what shapes how people live their lives. What they buy, what they shop, what they wear, what they share, what they eat. And that means we have a real opportunity to create positive impact."
Jon Finnie said Yahoo has continued to evolve through rebrands and new technology, with its "global scale and local strength" being the platforms' asset in the market.
"I've seen it all," he said.
"The evolution, the rebrands - some of which are behind me and the adtech roller coaster and I can honestly say hand on heart I have never seen the level of investment and momentum that we are seeing here today. We're not just iterating, we are transforming and the proof is everywhere. The biggest, most innovative clients choose the Yahoo DSP because it delivers."
"Agencies say that we are easier to work with. Partners trust that we will help them navigate the online eco-sphere. And that mix - that perfect mix of global scale and local strength is what sets us apart."
A new automation tool was announced which will help make the “build stage” more efficient, from campaign packaging, targeting, deal mapping, budgeting and creative uploads.
A new data partnership with MixIn Media has also been announced, providing deeper insight into offline and online purchases.
The platform has also partnered with Mutinex and data clean rooms like Snowflake, strengthening its "data-centric" approach.
Advertisers will also have access to more premium inventory across the streaming space with partnerships between Yahoo DSP and Spotify, Netflix and ESPN on Disney+.
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