• by Wayne Friedman , June 19, 2023

Yahoo Advertising is starting up Yahoo Backstage, providing advertisers with a direct connection to inventory for over 100 premium publishers.

Those publishers include TV-video based companies such as A+E Networks and Vizio, as well as Dotdash Meredith, Newsweek, Raptive, and The Arena Group.

Yahoo Backstage supply will offer better transparency to Yahoo DSP customers, and will add to Yahoo's continued access to other industry exchanges.

Advertisers using the Yahoo DSP to connect to Backstage will get increased scale, and supply-path optimization (SPO). For publishers, Yahoo says Backstage allows them to  directly integrate with the Yahoo DSP, promising  a greater share of media dollars.

“The ad industry has reached a tipping point for transparency, driving a shift towards more efficient supply paths,” says Sam Bloom, chief executive officer of Camelot Strategic Marketing & Media, in a statement.”

Yahoo Backstage will be available to all Yahoo DSP advertisers starting in the third quarter of 2023.