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Independent research firm Forrester has named Yahoo DSP a Strong Performer in The Forrester Wave™: Omnichannel Advertising Platforms, Q1 2026. Yahoo was one of seven companies evaluated on strategy and current offering across criteria including innovation, reporting and insights and self-serve capabilities.
According to the report, "Yahoo’s vision for its OAP rightly focuses on offering the best of both worlds between walled gardens and the open internet."
“Our focus has been on giving advertisers greater control and flexibility across channels and platforms,” said Adam Roodman, GM, Yahoo DSP. “We are continuing to invest in areas like agentic AI and automation to support that approach and drive even stronger performance.”
Forrester’s evaluation notes that, “The company’s commitment to customizability extends to agentic AI, which promises the integration of external agents rather than forcing adoption of Yahoo’s.”
Additionally, the report states that Yahoo ConnectID “helps scale its DSP’s reach across approximately 232 million authenticated users.”¹
Finally, the evaluation also adds that “savvy traders seeking an advanced, interoperable alternative to walled gardens should consider Yahoo.”
To learn more about The Forrester Wave™: Omnichannel Advertising Platforms, Q1 2026, visit [link]. The report is available to Forrester subscribers and for purchase.
Sources:
1. Yahoo Internal Data, Jan 2026
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Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here. The report is available to Forrester subscribers and for purchase.
