Yahoo is intentionally making its demand-sider platform (DSP) less sticky.
That cuts against the grain of ad tech, which has spent the better part of two decades engineering software to trap budgets, data and behavior inside proprietary dashboards. But Yahoo is making a different bet. Lower the friction to exit, and it also lowers the friction to enter.
If that still sounds backwards, put it this way: Yahoo is recasting its DSP less as a place marketers go, and more as infrastructure their systems can plug into. So instead of logging into the DSP’s interface, clicking through menus and troubleshooting campaigns, marketers would deploy their own software agents and internal tools to talk directly to Yahoo’s ad platform and run campaigns for them.
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