To help bring CTV into the digital stratosphere, Yahoo announced on Tuesday that it's expanding its identity solutions to CTV media. The objective is to make it easier for digital marketers to incorporate CTV within their digital media plans.
Having consistent data sets for campaign planning helps advertisers target and measure their CTV investment 'in concert' with other channels, said Yahoo CRO Elizabeth Herbst-Brady. Parity between CTV and the online world for data and targeting is one of the biggest asks from Yahoo clients, she added.
Yahoo's ID set is available for CTV campaigns using its own demand-side platform, while FreeWheel acts as both an ad server and supply-side platform.
With more first- and third-party data in the mix, advertisers should see higher match rates.
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