#yahoo-dsp

#yahoo-dsp

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.

Part of moving biddable marketing channels in-house is having a deeper understanding of the brand. At an agency, the focus can often be diluted across various clients.