- Yahoo announced Monday on its blog that the company is expanding its programmatic capabilities via a new partnership.
- The announcement included the reveal of new DSP launch partners MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc., all of which now have access to guaranteed inventory through Yahoo's platform.
- Agency partners Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy will have access to Yahoo's guaranteed and non-guaranteed inventory.
Yahoo is once again taking steps to improve the ad buying experience. Programmatic is big across the board with advertisers, so any improvements in the process will be attractive to advertisers. The ability of the new launch partners to access guaranteed inventory on Yahoo's ad platform should assist buyers interested in premium display inventory across Yahoo's portfolio of sites.