"After Yahoo was sold by Verizon Wireless to Apollo Global, many deemed it a trade-down, with exits to private equity often interpreted as a last shot at relevance. Since that 2021 deal, it has undergone a reputational turnaround among parts of the advertising industry, even if the aggressive advance of another challenger has blunted its momentum. Most recently, Yahoo's demand-side platform has become a source of genuine curiosity - and in some cases cautious enthusiasm - among media buyers."
"Conversations with senior agency leaders point to tangible product progress: a clearer AI roadmap, an expanding commerce media footprint, and a more coherent identity spine. That momentum was underscored during last week's Consumer Electronics Show, when Yahoo confirmed earlier reports that it was updating its buying platform with agentic AI capabilities, following months of industry speculation around AI-driven workflow changes inside DSPs."
Yahoo was sold by Verizon to Apollo Global in 2021 and experienced an initial reputational decline that later reversed among parts of the advertising industry. The Yahoo demand-side platform has attracted curiosity and cautious enthusiasm from media buyers due to tangible product progress: a clearer AI roadmap, an expanding commerce media footprint, and a more coherent identity spine. Yahoo confirmed at CES that the buying platform is being updated with agentic AI capabilities after months of industry speculation. Recent layoffs and ongoing challenger status persist. Amazon's DSP growth into premium video, commerce media, and full-funnel measurement presents a scale-driven competitive challenge.
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