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.