By Evan DeSimone
Advertising week is here and Yahoo, one of the web’s largest advertising platforms, is rolling out its restructured preferred and programmatic services to the ad industry pros assembled in New York.
The biggest change at Yahoo is the consolidating of all the company’s programmatic offerings under the BrightRoll banner. Yahoo acquired BrightRoll just under a year ago, shelling out $640 million to scoop up the programmatic platform startup.
As of today, all of Yahoo’s programmatic services will come together under the BrightRoll brand which will offer a suite of media-agnostic tools for advertisers and publishers. The newly-revamped BrightRoll platform will offer insights gathered from Yahoo’s 165 billion daily user interactions. These insights will be filtered through Yahoo’s Flurry analytics app, also acquired by the web giant in 2014 and now fully integrated under the BrightRoll umbrella.
Yahoo also announced changes to Yahoo Gemini, a service that allows publishers to use their own data, alongside Yahoo’s, to better target relevant audiences. Gemini will now offer a preferred partners program that will connect Yahoo advertisers with Yahoo’s preferred ad tech and service firms. Currently, the program includes ad tech staples such as Acquisio, ChannelAdvisor, Dealer.com, DrivenLocal, Fiksu, Kenshoo, Marin Software, Sprinklr and Tealium.
Yahoo isn’t the only web media leader throwing their efforts behind programmatic. Last year, RTL group acquired programmatic platform SpotX. Since then the company has bolstered SpotX’s services beyond the standard programmatic exchange creating an umbrella of services similar to what yahoo has built with BrightRoll.