Evolving Yahoo DSP’s Technical Foundation for What's Next

At Yahoo DSP, we’re investing in a platform that’s built for performance today and innovation tomorrow. As digital advertising evolves, so do customer expectations. Meeting those expectations means rethinking how we build: faster, smarter, and with a foundation that can scale. 

From accelerating performance to reimagining user experiences, we’re already delivering real impact for our customers through solutions like Yahoo Blueprint and Blueprint Performance, and Predictive Audiences. We’ve been documenting that evolution here in our newsroom, sharing how our teams are laying the groundwork for what’s next. But meeting our ambitions requires more than just smart tools – it requires a modern, agile engineering foundation built to scale.

Modernizing Our Infrastructure with Public Cloud‍

Over the past few years, we’ve been evolving that foundation. One of the most significant milestones has been our migration from a legacy on-premise infrastructure to the public cloud. This transformation unlocks greater scale, flexibility, and speed. We are pleased to share that this migration and transformation are now complete, and it sets the stage for everything we’re building next. In 2023, when we decided to strategically focus on the DSP and divested the SSP, we were still operating on inherited infrastructure and not yet migrated to the cloud. We knew unlocking long-term innovation meant tackling cloud migration head on. It was a massive undertaking – given the scale of our platform – but we’re finally done and in a stronger position as a result. By moving away from complex, proprietary on-premise infrastructure, we’ve streamlined our engineering workflows. This shift allows our teams to focus more fully on delivering high-impact applications and features – driving innovation that directly benefits our customers.

Accelerating Development with Generative and Agentic AI‍

In parallel, we’re also increasingly incorporating generative AI and agentic tools into our development workflows. These tools are already enhancing how we build and ship, streamlining engineering processes and enabling greater speed and creativity in product development. They’re also reshaping our approach to software engineering –allowing teams to focus on higher-order problem-solving, while AI assists with everything from code generation to testing and optimization. It’s AI applied not just to the products we deliver, but to how we deliver them.

‍Built for Speed. Built for Customers.‍

These investments are about delivering real value to our customers. By modernizing our infrastructure and adopting cutting-edge AI development tools, we’re unlocking new potential to build faster, innovate more, and deliver better outcomes. In the coming months, we’ll introduce new capabilities designed for customers embracing agentic models – enabling them to work and buy through Yahoo DSP with more autonomy, adaptability, and control.

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