Since the BrightRoll acquisition closed roughly a year ago, Sacerdoti’s team has been working on embedding Yahoo’s data assets into the BrightRoll DSP, onboarding Yahoo inventory into the BrightRoll marketplace and opening up the platform to third-party measurement vendors. In September, Yahoo consolidated all of its programmatic ad tech under the BrightRoll brand.
It’s evidence of Yahoo’s commitment to advertising, despite the tone and tenor of recent news coverage to the contrary, Sacerdoti said.
“Regardless of all the press, Yahoo is focused on driving engagement for consumers, particularly in mobile, and driving success for advertisers – because advertising dollars drive the success of Yahoo’s business,” he said. “I don’t think people realize how important and successful the native business as Yahoo is. We need to do a better job of communicating that.”
Although Yahoo doesn’t break out revenue numbers for native specifically, Sacerdoti did say it’s doing more than $100 million in gross media per quarter and growing more than 50% on an annual basis. In Q3, mobile, video, native and social – Yahoo’s so-called Mavens business – together increased year over year from $295 million to $422 million.
Native is a bright spot for Yahoo, although that hasn’t gotten much ink, Sacerdoti said.
“Most people think of Yahoo’s native business as essentially in-feed ads that appear on the home page of Yahoo,” he said. “What people may not realize is that Yahoo has embedded native advertising across every desktop property, across every mobile app and has actually started syndicating native ads to a large number of very large publishers across desktop and mobile.”