Yahoo Further Expands its CTV Measurement Suite with Comscore, iSpot, and Samba TV

New York, NY – June  25, 2024 – Yahoo DSP today announced the expansion of its measurement capabilities through strategic partnerships with leading providers Comscore, iSpot, and Samba TV. These partnerships underscore the commitment the Yahoo DSP has in providing advertisers with robust, third-party measurement solutions to optimize their Connected TV (CTV) advertising campaigns and beyond. 

As CTV advertising investments continue to increase, so does the need for comprehensive CTV measurement. In response, TV measurement providers are innovating as the landscape shifts towards a multi-currency reality, and advertisers require partners that align well with their diverse campaign strategies, rather than a one-size-fits-all approach.

To meet those needs, the Yahoo DSP has invested in building a broader measurement partner ecosystem. In addition to existing partnerships with Vizio Inscape and DIRECTV, we recently announced that the Yahoo DSP would be the first DSP to integrate with VideoAmp. Now we are continuing to expand new capabilities for Yahoo DSP customers in partnership with Comscore, iSpot, and Samba TV. These enhancements provide optionality, enabling advertisers to more effectively measure CTV campaigns within the Yahoo DSP through the provider of their choice.

 "The importance of transparency and accuracy in advertising measurement can not be understated, especially within CTV environments,” said Adam Roodman, SVP of Product Strategy and Management at Yahoo. “By partnering with industry leaders we are empowering our clients with the tools they need to more effectively and efficiently measure and optimize their CTV campaigns. These partnerships reflect our commitment to innovation and excellence in ad measurement across all channels."

Our new measurement partners provide unique and comprehensive solutions to support Yahoo DSP advertisers:

• Comscore: As a global, trusted partner for planning, transacting and evaluating media across platforms, Comscore empowers media buyers and sellers to quantify their multi-screen behavior and make meaningful business decisions with confidence. Comscore is accredited by the MRC and holds full JIC certification as a cross-platform currency. Leveraging the extensive reach of Comscore's digital census network and MVPD set-top box data sets, Comscore Campaign Ratings (CCR) will provide a unique, person-level validation of campaign delivery across TV, CTV, mobile and PC with additional insight into advanced audiences and co-viewing at the national and local market level for precision and granularity.

• iSpot: iSpot, a cross-platform TV and video measurement company offering currency-grade solutions, empowers Yahoo DSP customers with cross screen measurement and conversion analytics. With proprietary access to creative level insights and the largest Automatic Content Recognition (ACR) dataset in the industry, iSpot’s Unified Measurement and Outcomes Measurement through Yahoo DSP will give marketers new levels of omniscreen insights for data-driven in-flight optimizations and validation of how CTV ads drive consumer actions and business impact.

• Samba TV: Yahoo continues to expand its partnership with Samba TV, an independent, global leader of TV data and measurement. Samba has the industry’s most direct integrations with TV brands for its first party dataset, as well as a proprietary identity graph, which powers accurate measurement solutions for Yahoo DSP clients in the U.S., Australia, and U.K. This includes providing actionable insights for deduplicated cross-screen True Reach and Frequency,  and Conversion reports for U.S. and U.K. entertainment advertisers that are driving audiences to watch a TV show or movie.

"Yahoo’s advertisers need measurement partners who can track large audiences across all platforms," said Steve Bagdasarian, Chief Commercial Officer at Comscore. "With our differentiated cross-platform measurement product, we help advertisers quickly and accurately apply measured performance of in-flight linear, to provide the actionable data for their optimizing non-linear campaigns via Yahoo DSP. This capability, delivered both nationally and locally, ensures advertisers can maximize their national footprint by optimizing for campaign outcomes at the local level."

Whether marketers are seeking to understand the performance of CTV campaign creative, local, national or global campaigns, Yahoo DSP now offers a suite of solutions that can fit a diverse array of needs across their measurement partner ecosystem. For more information, visit www.advertising.yahooinc.com. 

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About Yahoo

Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage with our brands and deliver results. To learn more about Yahoo, please visit yahooinc.com.

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