Verizon Media brings native marketplace, premium inventory into expanded DSP
Verizon Media announced the launch of its expanded DSP, bringing programmatic, premium and now its full native marketplace inventory, formats, targeting and measurement together in a single platform.
Note: Verizon Media is now known as Yahoo.
Advertisers gain access to all formats and buy types through a single offering
NEW YORK, NY (May 1, 2020) – Today, Verizon Media announced the launch of its expanded DSP, bringing programmatic, premium and now its full native marketplace inventory, formats, targeting and measurement together in a single platform. The DSP gives advertisers a unified solution to control every aspect of their buys - from planning, buying and management, to insights and optimization - across all formats and exclusive inventory opportunities.
Today, we live in an omnichannel world, with people using more devices and screens than ever. This challenges advertisers to deliver premium, personalized and unified experiences across their media mix. Doing so has traditionally meant using different tools for different formats and inventory.
Verizon Media’s DSP provides simplicity, flexibility and transparency to buying media, managing campaigns and maximizing performance. It brings Verizon Media’s robust Native Marketplace formats and premium inventory together with its programmatic offering, fueled by powerful 1st-party data to help advertisers navigate a cookie-less environment:
Programmatic -- Verizon Media’s DSP has seen significant growth year over year with new features, functionality and enhancements. Verizon Media’s DSP helps advertisers drive performance and branding programmatically across the most diverse set of channels, including mobile, display, video, CTV, audio, DOOH, all powered by the industry’s most diverse and qualified data sets.
Native Marketplace -- Verizon Media’s robust native marketplace offering provides engaging and unique native experiences (Native Video, AR, Carousel, DPA, Moments, etc.) across our premium-owned and operated sites, including Yahoo, HuffPost and TechCrunch, as well as exclusive partnerships with top-tier digital and content players.
“Given the current climate, brands want simplicity, flexibility and performance,” said Iván Markman, Chief Business Officer, Verizon Media. “Our expanded DSP is purpose-built for that landscape. It goes well-beyond programmatic and makes it easier to reach audiences wherever they are. From performance to branding, it’s built to evolve with the needs of today’s advertisers. When marketers need to switch gears, the ability to effortlessly shift their media mix is critical. We’re giving them the flexibility to meet whatever goals they have and on any screen.”
Verizon Media has long been a leader in ad tech innovation. After unifying BrightRoll and ONE by AOL, Verizon Media rolled out programmatic access for CTV, DOOH and audio, and then launched omnichannel intelligence to boost transparency. In recent months, the company launched a new Inventory Storefront to showcase and provide the best supply available from premium publishers in the Verizon Media DSP.
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