Beyond One Goal: How Yahoo DSP Delivers Smarter Performance Across Multiple KPIs

In today’s digital landscape, advertisers can’t afford to settle for just one priority. Some need scale, others need efficiency, but most need both, and more.

That’s why Yahoo DSP goes beyond traditional bidding strategies to support Multiple Goals Optimization within Yahoo Blueprint Performance (YBP). With this AI-powered capability, advertisers can optimize for a mix of KPIs—including CPA, eCPM, or CPC—in real time, while assigning weights to each goal based on business priorities. The result? No compromises on performance, scale, or goals.

Welcome to performance: where strategic bidding meets flexible goal-setting.

The Industry Agrees: One KPI Won't Cut It

According to a January 2024 survey by the Association of National Advertisers, incrementality is a top KPI, but it’s far from the only one. In fact, 71% of retail media network (RMN) advertisers rank incrementality as their most important metric, yet ROI, lift, and cost-efficiency remain close behind.

This shift reflects a broader trend: advertisers increasingly expect platforms to deliver on multiple performance outcomes at once. It’s no longer about picking a lane, it’s about building a strategy that adapts to evolving business goals. Yahoo DSP Multiple Goals Optimization makes that possible, enabling you to drive incremental lift while optimizing for efficiency metrics like CPA, eCPM, CPC, or even ROAS, all within a single, intelligent strategy.

Solving the KPI Balancing Act with Yahoo DSP

Historically, advertisers had to pick one goal to optimize, e.g., CPA for conversions or eCPM for reach. With Multiple Goals Optimization, Yahoo DSP allows you to select two or three KPIs, assign custom weights to each, and adjust strategy in real time, so you don’t have to choose between scale and performance. 

Here’s how it works:

1. Select two to three KPIs (e.g., CPA and eCPM)
2. Assign a weight to each based on its importance to your business
3. Assess each impression’s predicted value in real time
4. Bid intelligently toward the highest-value outcome per impression
   

One engine. Multiple goals. Smarter outcomes.

Yahoo Blueprint Performance at the Core

At the heart of Multiple Goals Optimization is Yahoo Blueprint Performance (YBP), our machine learning engine designed to unify brand and performance metrics within a single strategy.

Instead of running multiple campaigns or compromising on goals, YBP:

• Evaluates each impression across all selected KPIs
• Predicts which outcome will deliver the highest value
• Adjusts bids accordingly for optimized results across your goals
  

It’s the fast lane to holistic optimization, with less manual effort.

Real Results, Real Campaigns: Multiple Goals at Work

Streaming Advertiser Grows Subscriptions, Without Breaking the BudgetA streaming platform aimed to boost subscriptions through CTV while controlling costs. By layering CPA alongside eCPM, they were able to:

• Improve CPA by 58%
• Maintain stable eCPM

The advertiser achieved both better performance and reach, without compromising either.

Read the full case study →

Finance Advertiser Turns Awareness Into Action During Peak Tax SeasonA finance brand promoting its tax filing app needed to build awareness and drive conversions during tax season. By optimizing for CPA and eCPM at the same time, they achieved:

• 52% improvement in CPA
• 66% improvement in eCPM

They drove more conversions at a lower cost, while keeping visibility high during a competitive period.

Read the full case study →

Performance Strategies That Flex with You: How It Just Got Easier

As media buying grows more complex, advertisers need strategies that adapt, not just to different goals, but to evolving priorities. Whether you're optimizing for CPA, eCPM, CPC, viewability, or something else entirely, Yahoo DSP Multiple Goals Optimization makes it easier to manage performance without compromise.

With a single, intelligent strategy, you get:

• Choice to define and prioritize your most important KPIs
  
  
• Control over how your campaigns adapt in real time
  
  
• Confidence that you're achieving results without sacrificing scale or efficiency
  

If your current approach already leverages first-party data or custom bidding, Multiple Goals Optimization is a natural next step. It brings your efforts together, streamlining complexity while elevating your strategy.

In our recent blog on bidding strategies, we explored how advertisers can tailor approaches using off-the-shelf models, proprietary data, or custom algorithms. Multiple Goals Optimization builds on that foundation, empowering you to flex your strategy across multiple KPIs within a single campaign. Whether you're just getting started or already running advanced tactics, Yahoo DSP gives you the flexibility, choice, and control to go further, faster.

Next Steps: Watch. Learn. Activate

Check out the Yahoo Academy Learning Center for a quick, 3-minute tutorial on Multiple Goals Optimization, exclusively for global Yahoo DSP clients.

You’ll learn how to:

• Improve performance with weighted goals
• Simplify strategy management with less manual effort
• Maintain choice and control while Yahoo Blueprint dynamically optimizes in real time

 Watch the video now to see Multiple Goals Optimization in action.

Getting started is easy. Your Yahoo account team can help you:

• Define your primary and secondary KPIs
• Set up and monitor Multiple Goals Optimization in YBP
• Track real-time performance across multiple metrics

It’s time to get more from your campaigns, without asking more from your team.

Works Cited

eMarketer. Top Trends to Watch in 2025. January 2024, https://content-na1.emarketer.com/top-trends-watch-2025.

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