Yahoo Advertising has launched Yahoo Creative, its first full-stack data-powered ad creative solution, developed in partnership with Innervate, which aims to empower brands to take full advantage of creative for their campaigns.
The product aims to future-proof creative by activating Yahoo’s Identity Solution, which is powered by direct consumer relationships and a first-party dataset of more than 50M+ logged-in users across Australia and Southeast Asia.
As online ad-targeting adapts to identity changes, the importance of creative to engage audiences and maintain personalisation has increased. While programmatic technology has adapted to overcome hurdles in targeting and identity, the company says the evolution of creative tools has lagged. This gap highlights a key opportunity: by enhancing creative capabilities through technology and data, advertisers can maximise campaign effectiveness and optimise ROI.
Brands like Princess Cruises and agencies like global omnichannel media agency Assembly use the creative solution, which is capable of working across the Yahoo DSP and will be interoperable with other advertising technology platforms.
Elizabeth Herbst-Brady, chief revenue officer, Yahoo, said: “In today’s cookie-less landscape, dynamic, relevant, and engaging creative is critical for campaign success. Yahoo Creative represents a major technological advancement, combining AI, data, and human expertise to usher in a new era of creative for advertisers. It empowers brands to achieve greater personalisation and engagement, driving superior campaign results.”
“Yahoo Creative represents a key advancement in creative within our industry,” said Tony Gemma, vice president and head of Yahoo Creative. “By bringing together Innervate’s cutting-edge technology, and integrating our robust data and creative services, Yahoo Creative is transforming the potential for creativity, and delivering superior results for advertisers.”
Yahoo Creative is also an omni-channel solution that works across CTV, mobile, display, and DOOH. Additionally, this solution enables Interactive Authoring, supporting advertisers to design more complex dynamic content that drives engagement and performance.
Jack Politis, VP, programmatic, Assembly, said: “The development of Yahoo Creative is an exciting continuation of their efforts to give creative the attention it deserves in programmatic advertising. Integrating dynamic and full-stack capabilities into their DSP, while still making it available elsewhere and future proofing it by tying its decision-making to its robust first-party dataset, makes it a very attractive prospect.”
“Yahoo Creative is a valued partner that enables our brand to scale our creative capabilities further,” said Marie Lee, vice president of integrated marketing and media planning at Princess Cruises. “The combination of Yahoo’s advanced technology and targeting with Yahoo Creative is a powerful tool as we continue to harness the power of digital marketing to drive demand to our iconic brand.”
See also: Yahoo launches Identity Solutions for CTV environments