Yahoo, at its 2026 Newfront, unveiled what’s in store for advertisers and marketers next year with new partnerships with streaming services and data and adtech innovating omnichannel advertising.
“Yahoo DSP is built to help advertisers make smarter, faster and more connected decisions across every channel,” said Jon Finnie, vice president of international sales at Yahoo.
“We’re investing in automation, data and measurement that deliver true business outcomes, not just reach or impressions. Partnerships like MixIn and Netflix and our new automation tools demonstrate our commitment to meeting marketers where they are today and helping them move confidently into what’s next.”
Maddie Basso, head of Yahoo DSP Australia, said there has been a shift in automation and intelligence with strategy focused on “practical innovation”.
“This year’s Newfront marks a real shift in how marketers approach automation and intelligence,” she said.
“With campaign automation tools, our partnership with MixIn, and new streaming and measurement integrations, we’re making campaign creation faster, smarter, and more intuitive.
"Our 2026 focus is on practical innovation by giving marketers more control, more time back, and better visibility into what’s working across every channel.”
Yahoo DSP has a data partnership with MixIn, the retail media business arm of Endeavour Group.
Advertisers can run campaigns through Yahoo DSP which accesses MixIn’s data network, bringing together online and offline purchase insights with Yahoo’s targeting and measurement solutions.
This helps brands reach consumers at the stage of intent or based on social behaviour, location and cultural connection, with campaigns achieving more relevance and precision.
Campaign building has also been simplified with Yahoo DSP’s campaign automation tool for campaign packaging, targeting, deal mapping, budgeting and creative uploads.
Designed for omnichannel activation, the technology supports CTV, online video, display, DOOH, high-impact formats and audio – all from a single brief.
The technology replaces the manual campaign "build stage" and offers consistency, speed and accuracy across every channel.
Yahoo DSP will also expand reach across premium streaming connected tv and audio through innovative direct integrations creating new opportunities to reach audiences across high-attention, brand-safe platforms, directly from the DSP.
Yahoo DSP’s partnership with Netflix reflects a strategic expansion as the company aligns itself with the streaming platforms’ global reach.
Advertisers will have access to Netflix's premium inventory, strengthening Yahoo DSP’s reach, performance and storytelling capabilities across these platforms.
The integration of the Spotify Ad Exchange (SAX) connects Yahoo DSP advertisers with direct, programmatic access to Spotify’s inventory of high quality audio, video and display formats across music and podcasts.
This will improve how advertisers plan, activate and measure campaigns within Yahoo DSP alongside display, video and CTV, and expand omnichannel strategy to focus on audio offerings. The integration with SAX is enhanced by Yahoo ConnectID first-party data for the same precise targeting, frequency management and measurement across Spotify as other digital formats.
Advertisers will also be able to buy from inventory across ESPN on Disney+.
Yahoo has improved capabilities for its measurement suite with Incremental Lift Measurement Studies showing incremental sales, store visits and search results powered by Yahoo’s first-party data.
Yahoo is expanding its marketing mix modelling (MMM) integrations.
Partnerships with Mutinex and data clean rooms like Snowflake provide markers with more visibility into performance across channels.
Advertisers can securely connect their customer data with Yahoo DSP’s for more insight into how campaigns are performing including media exposure and real-world outcomes.
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