Commerce Data is the Key to Unlocking Holiday Campaign Success

The Holiday season is a time of joy and excitement. Consumers have many decisions to make as they choose to host festive family dinners and show gratitude to their loved ones through gifts. In fact, based on a survey, buying gifts for loved ones was the second-favorite holiday activity, just behind spending time with friends and family¹.

Despite economic uncertainty, consumers are still in a shopping mood. 89% plan to spend the same or more on holiday shopping this year, willingly absorbing rising costs to keep up with traditions². And with 62% of shoppers planning to mix in-store and online shopping, this is a golden opportunity for brands to shine  and programmatic advertising can truly move the needle³.

Advertisers must make smart decisions about their media strategy to achieve business goals during this highly competitive period. In fact, 44% plan to increase programmatic holiday ad budgets, 50% will hold steady, and only 5% expect cuts⁴. When it comes to targeting strategies, commerce data ranks second only to first-party data on advertisers’ wishlists for the 2025 season⁵.

With Commerce Media playing an instrumental role in advertisers’ media mix for the holidays and beyond, at Yahoo DSP we have been investing in growing our Commerce Media Network.

The Evolution of Commerce Media in Yahoo DSP

Over the past year, we’ve focused on building partnerships that bring advertisers the value they need, especially during busy seasons like the holidays. Throughout this year, we have launched collaborations with Commerce Media Networks such as Orange Apron (The Home Depot), and Costco. And today we’re expanding our partners’ network, providing Yahoo DSP advertisers with powerful commerce data, including:

• Dollar General Media Network (DGMN)
• Kinective Media by United Airlines
• Nextdoor
• DoorDash
• StockX

These partnerships give Yahoo DSP advertisers access to unique audience data signals that can help them reach the right shoppers at the right time during the holiday season. For example:

• If you’re looking to engage holiday decorators, Orange Apron segments such as Holiday Fanatics and Gift Givers can help you connect with those audiences.
• If you’re looking to reach a premium audience actively spending money during the holiday season, target United Airlines’ millions of luxury and vacation travelers.

And the results speak for themselves. We’ve seen strong performance across all types of advertisers — both endemic and non-endemic in Yahoo DSP.

Take Chevy, for example. Parents buying their weekly groceries at Kroger might also be in the market for a new Chevy Equinox EV. By using Kroger Precision Marketing audiences in Yahoo DSP, Chevy increased awareness among prospective buyers with 53% of impressions reaching households within the Equinox EV’s target Household Income range⁶.

Or consider a multinational electronics company that used Planet Fitness audiences when launching a Health AI feature on one of its flagship devices. The result? A 33% lower cost per completed view^7.

Elevate your Holiday Campaign with CTV and Dynamic Creative

During the holidays, consumers spend more time streaming content, from holiday movie marathons to favorite shows, making CTV a perfect way to stay top of mind. When layered with commerce data, CTV transforms into a powerful lower-funnel channel. Yahoo DSP reaches 100% of CTV households, helping advertisers to connect meaningfully with their audiences.

Bringing it all together, layering dynamic creative on top of commerce data takes holiday personalization to the next level, delivering festive, relevant, and memorable experiences at scale across devices. Personalization isn’t new, but executing it seamlessly is where Yahoo Creative shines. By combining commerce data and the convergence of brand and performance goals, our advanced tools help tailor messaging to the consumer journey, across screens, from early-season inspiration to last-minute gift reminders.

Make This Holiday Season Your Best Yet

Ready to make your holiday campaigns shine? Partner with Yahoo DSP and turn this season’s shopping momentum into tangible results.
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^1-3 Yahoo  Consumer Holiday Shopping  Study, September 2025
^4-5 Yahoo Survey: Holiday Ad Planning Omnibus, August 2025
⁶ Yahoo DSP, Sept-Nov 2024
⁷ Yahoo DSP, Oct 14, 2024 -Nov 30, 2024