Alba Marco
Yahoo DSP and SBS have partnered to give Australian advertisers direct access to SBS's premium video inventory through Yahoo.
The integration brings SBS's full inventory into Yahoo DSP, spanning BVOD, connected TV, desktop and mobile environments.
Advertisers can plan, activate and measure campaigns through a single programmatic pathway.
SBS is Australia's multicultural and First Nations public broadcaster, reaching more than 12 million Australians every month, including one in five who speak a language other than English at home.
"Yahoo Backstage makes it easier for advertisers to connect directly with one of Australia's most diverse and engaged audiences through SBS," said Alba Marco, head of supply partnerships at Yahoo DSP Australia.
"We're excited to partner with SBS because it brings its premium video inventory closer to demand through Yahoo Backstage.
"The programmatic supply chain often creates unnecessary distance between buyers and quality publishers like SBS. Backstage was built to close that gap - giving both sides full end-to-end transparency from activation through to delivery."
SBS joins Yahoo Backstage's publisher ecosystem, which includes more than 150 domains globally including Roku, Samsung, Paramount and Warner Bros.
SBS also joins local broadcast and streaming services including Foxtel, Vevo, FetchTV and LG as part of Yahoo DSP's expanding CTV offering.
"This partnership makes it easier for Yahoo DSP advertisers to connect with SBS's premium and unique audiences. As demand for premium video grows, greater access and transparency are critical for both advertisers and publishers," said Deborah Sadler, senior programmatic manager.
"SBS has always focused on connecting communities through content that reflects their lives. This partnership simplifies how advertisers reach those audiences, making access to our premium video more seamless and transparent."
The partnership went live in April 2026 and is now available to advertisers in Australia through Yahoo DSP.
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