Yahoo Advertising partners with FreeWheel & Magnite to boost CTV capabilities

Yahoo Advertising has entered into a strategic agreement with Comcast-owned ad tech outfit FreeWheel and tech provider Magnite for its streaming ad server SpringServe, and Publica by IAS. The partnership aims to enable direct server-to-server connections with direct-to-publisher offering Yahoo Backstage.

The move allows connected TV (CTV) publishers to more seamlessly extend their premium inventory through Yahoo Backstage.

Available exclusively through the Yahoo DSP, Yahoo Backstage is a direct path to curated, premium publisher inventory. To date, in addition to Yahoo owned and operated properties like Yahoo Sports and Yahoo Finance, over 100 leading publishers are featured within the offering. Among the 100, Yahoo Backstage includes nearly 40 CTV publishers, the largest representation of direct CTV supply available today. Now live, Yahoo Backstage supports transparency, control, and supply path optimization (SPO), while maximizing media spend and ROI for brands.

Integrations with FreeWheel, Magnite’s streaming ad server, SpringServe, and Publica by IAS enables CTV publishers to extend their premium inventory through Yahoo Backstage. In addition, advertisers gain direct access to this inventory. The server-to-server connections between Yahoo Backstage and FreeWheel, Magnite, and Publica by IAS champion efficiency and transparency, promising a frictionless exchange of high-quality CTV inventory.

“Our partnerships with FreeWheel, Magnite, and Publica by IAS enable us to provide greater value to both advertisers and publishers within the Yahoo DSP,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo. “In an increasingly complex digital landscape, creating instant connections, maximizing efficiency, and ensuring transparency are paramount. We look forward to working with these partners to support our customers, and will continue to seek out ways to optimize together.”

“More than ever, media owners need technology that works for them, and that includes easy access to an array of emerging demand channels such as Yahoo Backstage,” said Sean Buckley, chief revenue officer, Magnite. “By combining easy access to demand with innovative monetization tools, we continue to drive increased transparency, value, and performance for nearly every major media owner in streaming.”

“CTV is one of the industry’s fastest growing and most dynamic channels,” said Sean Galligan, chief revenue officer, publica by IAS. “By connecting with Yahoo Backstage, we’re supporting our collective CTV publisher partners and furthering transparent media buying across high-quality inventory.”