Building Better Ad Experiences for the CTV Era

2025 marks the first year adults will spend more time watching connected TV (CTV) than traditional TV, with an average of 2 hours and 35 minutes per day compared to 2 hours and 29 minutes.¹ This milestone signals a new era for advertisers, and with it comes an important challenge: how do we create ad experiences that audiences not only notice but actually welcome?

At Yahoo DSP, we’re focused on advertising that feels like a natural and valuable part of the viewing journey that combines contextual intelligence, innovative formats, and compelling creative. With proven scale and track record in digital media, we’re building solutions that give advertisers outcomes they can measure and audiences experiences they welcome.

Relevance Meets Innovation

Relevance is everything. A disruptive or poorly timed ad can pull a viewer out of the story. That’s why Yahoo DSP is the first DSP to partner with Anoki, bringing scene-level contextual targeting for CTV via syndicated deals in an always-on capacity. Advertisers can align messaging with the exact moment on screen, such as a beverage ad during a beach scene or an auto spot during a chase sequence, creating ads that feel native to the content and heighten engagement.

From Content Pauses to Connection

The same principle of relevance applies to how viewers interact with CTV. Through partnerships with Magnite, TripleLift, and WunderKIND Ads, Yahoo DSP helps advertisers use natural pause moments to deliver non-intrusive, high-impact formats. With interactive tools like QR codes, even downtime becomes a chance for meaningful brand connection.

To make high-impact pause experiences even more accessible, Yahoo DSP is expanding its relationship with WunderKIND Ads through a programmatic integration. Advertisers can now access WunderKIND Ads' proprietary CTV Pause Ads, pairing non-interruptive, first-party data with scaled reach.

Results from a successful campaign with a luxury retailer points to the strength of the format, including a 16X lift in Brand Consideration, nearly a 10% lift in Brand Favorability, and more than 12% lift in Purchase Intent among younger viewers.²

The takeaway: when ads respect the viewing experience, audiences engage more and brands perform better.

Creative That Connects the Future

Timely placement is only part of the equation. Strong creative ensures ads leave a lasting impression. With Yahoo Creative, brands can deliver dynamic, personalized messaging that adapts in real time. From cinematic visuals to interactive features, our team makes sure CTV ads resonate with audiences.

Advertisers are increasingly looking for this balance of personalization and scale. Yahoo Creative campaigns have driven double-digit lifts in recall and engagement,³ proving that when creative is tailored to the moment, it not only breaks through but also builds lasting connections. With AI-powered creative optimization layered into Yahoo DSP, advertisers can continuously refine what works across audiences, genres, and contexts.

As viewing habits evolve, advertising must evolve with them. By uniting contextual intelligence with Anoki, innovative formats with Magnite, TripleLift, and WunderKIND Ads, and creative that truly connects, Yahoo DSP is shaping a future where ads enrich rather than interrupt CTV and streaming. For advertisers and audiences alike, it is an ad experience worth watching.

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¹ eMarketer, May 2025

² Cint, WunderKIND Ads, & Yahoo DSP, 2025

³ Yahoo DSP Internal Data, Oct 2025