"That cuts against the grain of ad tech, which has spent the better part of two decades engineering software to trap budgets, data and behavior inside proprietary dashboards. But Yahoo is making a different bet. Lower the friction to exit, and it also lowers the friction to enter. If that still sounds backwards, put it this way: Yahoo is recasting its DSP less as a place marketers go, and more as infrastructure their systems can plug into."
"So instead of logging into the DSP's interface, clicking through menus and troubleshooting campaigns, marketers would deploy their own software agents and internal tools to talk directly to Yahoo's ad platform and run campaigns for them. In short, Yahoo becomes the plumbing. The marketer's agent becomes the interface. "We don't care if you don't use our UX anymore," said Adam Roodman, gm of Yahoo DSP. Because the real wager, he argued, sits below the interface, in the identity graph and data the DSP plugs into."
Yahoo intentionally reduces DSP lock-in to lower exit friction and thereby lower entry friction for marketers. Marketers can deploy their own software agents and internal tools to interface directly with Yahoo's ad platform instead of using the DSP's UX. Yahoo prioritizes the identity graph and first-party data as the core competitive asset, claiming a deterministic U.S. base of 230 million logged-in users. The DSP is being positioned as plumbing that provides authenticated behavioral signals and identity partnerships, enabling advertisers' buying algorithms to rely on Yahoo's consumer identity and commerce data rather than proprietary workflow lock-in.
Read at Digiday
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