Yahoo

Programmatic Experts Keen for Integrating TV and Digital Data

FORT LAUDERDALE — Marketers and agencies are trying to figure out how to manage the growth of addressable TV, especially as programmatic buying continues to overlap with the TV market. That was a key topic of discuss at the Beet.TV retreat in Fort Lauderdale on the programmatic opportunities in TV. For…

Yahoo Rolls Up BrightRoll & Flurry To Make ‘Cross-Screen Graph’

FORT LAUDERDALE — After having purchased mobile ad analytics firm Flurry and video ad tech outfit BrightRoll, which will be the name for all its ad tech, Yahoo is looking at combining the force of each to help TV companies retain viewers with cross-screen ad targeting. Speaking with Beet.TV, Yahoo’s global…

Yahoo’s BrightRoll Roll-Up Unifies The Ad Interface: Horowitz

FORT LAUDERDALE — Take two bottles in to the shower? Now Yahoo has combined the platforms advertisers use to buy ads programmatically under just one. BrightRoll, the video ad tech company which Yahoo acquired 12 months ago, is now the name used to buy other kinds of ads, too. “The BrightRoll brand now will apply to…

Yahoo Now Reaches 188 Million Video Viewers: Utzschneider

CANNES — Yahoo arrived at Cannes last month ready to talk about video and programmatic. Lisa Utzschneider, the company’s SVP-Sales, Americas, observed that Yahoo’s video offerings now run the gamut from long-form original content (such as a custom opportunity for Honda in “Community”) to short videos in digital magazines to…

Long-Form Digital Viewing Goes Mainstream, Yahoo Says

Long-form video viewing on digital devices has achieved ubiquity, says Lauren Weinberg, VP Strategic Research & Insights at Yahoo, in this interview with Beet.TV. More than 90% of consumers in all age groups from 13 to 54 now watch long-form video on digital devices, according to a study of online consumers conducted…

Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? “That’s one of the…

BrightRoll’s Mosher: Yahoo To Change the Mobile Ad Game

FORT LAUDERDALE — Mobile is one of the key areas of focus for video ad tech firm BrightRoll in 2015, and the company reckons its recent acquisition by Yahoo, for $640mn, will help it execute. “It’s been underpenetrated and underserved by the video market over the last couple of years,” Brightroll…

Yahoo Evolves Branded Content Approach with Tumblr

COLOGNE  — Yahoo has been involved in branded content for many years, but its strategy has evolved in recent months to become more tailored and also tumblr-centric, says Patrick Albano, VP and Head of Advertising Solutions at Yahoo EMEA, in an interview with Beet.TV. Yahoo purchased tumblr last year with the goal…

Yahoo Gets Post-Web Analytics With Flurry: Jun’s Reichgut explains

Yahoo has bought itself a role in the advertising ecosystem that comes after the desktop web by acquiring mobile analytics firm Flurry last week. That’s the assessment of one cross-platform video ad tech vendor CEO. “A media company that was based on the web is now struggling getting in to…

Yahoo’s Brody: Brands Can Buy Programmatic Using Search History

CANNES, France — Yahoo will open up its recently-unveiled Ad Manager Plus ad software to use on a self-serve basis – and is offering users’ search history as a targeting characteristic. “People use search every day to show (purchase) intent – that search-based data has never been able to be used in…