• by Fern Siegel , September 22, 2023

Yahoo Advertising has given media buyers extra incentive to advertise.

It has partnered with FreeWheel, Magnite's SpringServe, and Publica by IAS to secure server-to-server connections with Yahoo Backstage, a direct path to curated, premium publisher inventory.

CTV companies can now optimize premium inventory via Yahoo Backstage.

"Our partnerships with FreeWheel, Magnite, and Publica by IAS enable us to provide greater value to both advertisers and publishers within the Yahoo DSP,” said Elizabeth Herbst-Brady, chief revenue officer, Yahoo.

Besides Yahoo Sports and Yahoo Finance, more than 100 leading publishers are featured within the offering. Among the 100, Yahoo Backstage includes nearly 40 CTV publishers and an opportunity to optimize media spend and ROI.

Sean Buckley, CRO, Magnite, noted: “By combining easy access to demand with innovative monetization tools, we continue to drive increased transparency, value and performance for nearly every major media owner in streaming.”

GroupM projects CTV spend will reach $25.9 billion this year.