Yahoo's DSP shines with new capabilities, raising the bar for marketers!

Published: June 16, 2023

min read

With people having plenty of options in this digital world to get distracted by, finding and connecting with high-value audiences is becoming more challenging for businesses.

People have billions of options out there to choose and buy from. Thus, this customer-centric world demands brands grasp their audiences well, make moves based on their interests and preferences, and speak in ways that align with their world in order to capture audience attention and succeed at their revenue goals.

And, in order to build strong relationships with customers, every brand is pushing to spend a significant amount of dollars on advertising and trying out every possible way to reap the most of it. Meanwhile, with the advancement of technologies, many new tools keep hitting the market, and companies make new collaborations to make the way smooth for marketers.

Recently, Yahoo Advertising partnered with attention measurement company Adelaide to launch high-attention pre-bid segments over the Yahoo DSP. This global approach intends to streamline the use of attention metrics for brands, assisting them in accomplishing strong business outcomes.

Yahoo DSP is a powerful Omni channel platform with a large scale and an extensive array of features for data analysis, programmed bidding, and optimising ad campaigns throughout channels. Its features, such as predictive audience modelling and exclusive data sources, allow advertisers to successfully reach and connect with their target audiences.

Now, with the addition of Adelaide's attention-based metric, AU (Attention Unit), Yahoo intends to provide its clients with an innovative way to find productive, high-quality inventory.

Adelaide has shown that AU relates more strongly with results than traditional metrics in over 50 case studies. According to these studies, attention metrics can provide a deeper and more precise knowledge of media quality, allowing for improved advertising techniques.

How will Yahoo’s new partnership benefit marketers?

With brands’ voices growing more intense in the digital space, audiences are bombarded with ads 24/7. It necessitates the brands to create captivating content to stand out from the crowd and measure the impact of ads on the consumer’s attention. In this regard, attention metrics are indeed crucial for campaigns’ success.

At this point in time, Yahoo’s move with the launch of high-attention pre-bid segments in its DSP makes the way simpler for marketers and benefits them in various ways.

  • By having access to high-attention pre-bid segments, marketers can ensure that they are targeting users who are more likely to be interested in their products or services. Thus, it makes it easy for marketers to deliver relevant ads to engaged audiences, which, in turn, may increase the chances of capturing their attention and generating desired results.
  • This new feature also paves the way for marketers to optimise their advertising spend as it enables them to target users who are more likely to convert. This way, marketers can avoid spending ad dollars on disengaged or uninterested users. As a result, they will be able to allocate their ad budget more effectively and improve engagement and return on ad spend (ROAS).
  • By choosing high-attention pre-bid segments, marketers can target their ads at potential customers when they are most receptive to advertising messages. Thus, this improved targeting capability can help marketers easily push audiences to the next stage of the conversion funnel. This way, they can improve the effectiveness of the campaign and expect to see higher conversion rates.
  • On top of everything, this new feature can provide marketers with valuable data and insights about their users. Thus, with this better understanding of the preferences of engaged users, marketers will be able to refine their marketing strategies and messaging, optimise their future campaigns accordingly, and drive conversions.

Overall, the launch of high-attention pre-bid segments over the Yahoo DSP is undoubtedly a welcome move for brands and marketers. As consumer attention is nothing less than a valuable asset for brands in this competitive business world, we believe Yahoo’s new move can help brands in all ways to make effective ad spending and reap the best results.


Bill Walker

Bill is a marketing strategist who believes in the power of storytelling. He's known for his creativity, wit, and ability to connect with audiences across all channels. When he's not crafting marketing campaigns, you can find him hiking in the mountains or reading a good book.


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