Media buyers say Yahoo’s DSP is one to watch

After Yahoo was sold by Verizon Wireless to Apollo Global, many deemed it a trade-down, with exits to private equity often interpreted as a last shot at relevance.

Since that 2021 deal, it has undergone a reputational turnaround among parts of the advertising industry, even if the aggressive advance of another challenger has blunted its momentum.

Most recently, Yahoo’s demand-side platform has become a source of genuine curiosity — and in some cases cautious enthusiasm — among media buyers.

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Future of Marketing Briefing: The ad business arrived at CES in a holding pattern

CES functioned less as a turning point than a temperature check for the ad industry.

Behind the stage demos and glossy AI announcements, the advertising industry arrived in Las Vegas with a quieter set of questions than previous years. Q4 held up better than feared but not well enough to justify old certainties. Budgets remained cautious. Flexibility continued to beat commitments. Linear dollars kept leaking into CTV, retail media and data-rich platforms. And the promise of automation — once sold as a cure-all — is now colliding with a more unforgiving arbiter: the CFO.

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