SANTA MONICA, CA – The recent launch of Yahoo Backstage, the internet portal’s service for its demand-side platform advertisers, is part of an effort to provide transparency and what’s known as supply path optimization to brands.
Premium video publishers such as A+E Networks, Dotdash Meredith, Newsweek, Raptive, The Arena Group and Vizio are on the Backstage platform.
“What we can do is offer again those curated packages with really trusted premium inventory partners in a direct fashion,” Mallory Armstrong, head of global TV data strategy at internet portal Yahoo, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat Santa Monica.
“That helps to, where it makes sense, give our clients a little bit more efficient pathway to that inventory that they already know that they want to be working with,” Armstrong said, “because it is an opportunity to connect with those customers more directly and avoid some of the hops.”
Audience data are a key part of helping marketers and media buyers to improve their targeting.
“This is not going to be the only path,” Armstrong said. “Of course our clients can still leverage all of the other access that we have through third-party SSPs. But Backstage, again, it’s about an option that gives them the direct access to the DSP.”
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