Yahoo DSP

Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.

Last year, Shipt went hunting for a DSP, eyeing new programmatic reach and hyper-local targeting down to the ZIP code.

GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.

CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.

Here’s what Head of Performance Media Josh Palau had to say about how Pfizer currently navigates the CTV landscape, including why having your own hands-on-keyboard experts is key and how new ad formats can be slow to accommodate pharmaceutical brands.

Call Yahoo one of the converted. Yahoo DSP launched a new Conversions API (CAPI) product, following in the footsteps of Meta and other platforms such as Snap, TikTok and Pinterest with their own CAPI tools.

A German appeals court recently ruled that major social ad platforms may not suspend or deactivate accounts without notice. Plus, the Yahoo DSP business is potentially up for sale.

AdExchanger reached out to a number of major DSPs to gauge the current state of adoption of the IAB Tech Lab’s new video ad standard.

Yahoo’s endorsement could drive further adoption of the IAB Tech Lab’s data transparency labels throughout the programmatic ecosystem after years of inaction.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

TV measurement platform Innovid has a new frequency management product that manages frequency caps across connected TV, mobile and desktop, including display and audio.

Equativ (formerly known as Smart AdServer) announced its acquisition of Sharethrough, an SSP with a specialty in native advertising.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Voyage Of Discovery Newspaper publisher Gannett is suing Google for alleged ad tech monopolization. Google, of course, disputes the charge. Dan Taylor, VP of Google Ads, tells The Wall Street Journal Google will “show the court how our advertising products benefit publishers […]