RESTON, Va. & NEW YORK–(BUSINESS WIRE)–August 18, 2022–
Yahoo today announced a partnership with Comscore (Nasdaq: SCOR) to provide Yahoo DSP advertisers with additional and enhanced safety and brand suitability controls for connected television (CTV) campaigns. Additionally, contextual segments (leveraging categories such as TV genre) support campaign relevance and span CTV app environments without identity.
“The CTV landscape continues to experience tremendous growth, and as spend increases, advertisers want to ensure the suitability and alignment of content and protect brand value,” said Elizabeth Herbst-Brady, head of Yahoo’s global revenue and customer solutions. “Partnering with Comscore adds to our already powerful suite of brand safety and suitability tools within the Yahoo DSP and will help us continue to maximize the quality and effectiveness of advertisers’ CTV investments. With With the addition of Comscore’s contextual technology, Yahoo advertisers can take advantage of a variety of solutions that allow them to maximize reach in both identity and non-identity inventory environments.”
Yahoo’s DSP will integrate with Comscore Activation™, a robust set of pre-bid inventory filters to help marketers achieve impactful and brand-safe campaign delivery across inventory CTV. Comscore activation is powered by Comscore’s contextual AI engine and smart categorization technology, enabling a better understanding of CTV media and content. Comscore also uses the IAB genre categories included in its Content Taxonomy Framework 3.0, which allows CTV advertisers using Yahoo DSP to filter buys based on TV genres.
Through the partnership, Yahoo DSP advertisers can now leverage Comscore activation to adjust their brand protection preferences based on brand suitability levels. Advertisers can combine a variety of segments with numerous descriptive filters to protect campaigns based on their brand’s unique needs and without sacrificing reach.
“Comscore’s latest State of Streaming report found a 19% year-over-year increase in hours spent by US households watching streaming content, meaning there’s no shortage opportunities to reach consumers on CTV, but advertisers must ensure that their investments in CTV do not negatively affect their brand,” said Lee Blickstein, vice president of Activation Solutions at Comscore. “To do- to do this effectively, CTV advertisers must have access to granular tools that go beyond the typical binary approach to brand safety, ensuring they have the confidence and security to achieve level campaign performance Next”.
Yahoo’s partnership with Comscore expands the company’s CTV brand safety and suitability tools available on Yahoo’s DSP, including ongoing DSP and SSP quality control initiatives (e.g., ad support and verification .txt, etc.), as well as built-in and third-party – Fraud/invalid traffic (IVT) protection, inventory mapping, classification and categorization, support for inventory inclusion and exclusion lists.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-air and theatrical audience intelligence with advanced audience insights, Comscore enables media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence . Comscore, a proven leader in digital and TV audience measurement and advertising at scale, is the industry’s emerging third-party source for reliable and comprehensive cross-platform measurement.
About Yahoo!
Yahoo reaches nearly 900 million people worldwide, bringing them closer to finance, sports, shopping, gaming and news, with the trusted products, content and technology that fuel their day. For partners, we provide a comprehensive platform for businesses to amplify growth and generate more meaningful connections across advertising, search and media. For more information, visit yahooinc.com.
View the activated source version businesswire.com:https://www.businesswire.com/news/home/20220818005081/ca/
CONTACT: Contact with the media:
Christina MacDonald
Christina.MacDonald@yahooinc.com
KEY WORD: NEW YORK VIRGINIA UNITED STATES NORTH AMERICA
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SOURCE: Yahoo
Copyright Business Wire 2022.
PUB: 18/08/2022 09:00/DISC: 18/08/2022 09:02
Copyright Business Wire 2022.
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